Barriers against current and potential competition should be strengthened through reinvestment and periodic reviews of new sources (Bhardwaj et al, 1993). Companies should protect themselves from boundaries such as sunk cognitive costs, competence traps and cultural rigidity arising from norms, beliefs, culture, politics and regulatory pressures within and around the organization that govern socially acceptable behavior by ensuring that the Institutional capital context surrounding resource capital is taken into account. and managed (Oliver, 1997). Organizations should be cautious about entering long periods of strategy formulation by observing the length of competitive advantage cycles in light of transitory advantage (McGrath, 2013) and also keep in mind the existence of hypercompetition where advantages such as innovation will be eroded by new businesses (Wiggins & Ruefli,