Every company needs a unique and insightful corporate theory to sustain value-creating growth. Such a theory, if done right, should help guide decisions about what assets and activities to pursue, what investments to make, and what strategies to adopt. It's not easy, though, because the process is rife with pitfalls and tradeoffs. Strategy professor Todd Zenger provides the details of the components of a great corporate theory and helps readers reconcile the problems they'll face in pursuing the key activities of growth. Beyond Competitive Advantage provides guidance to the thoughtful strategic leader or the manager tasked with developing strategies for sustaining value and creating growth.