COMPETITIVE ADVANTAGE THROUGH THE MANAGEMENT OF AMBIGUITY AS A DYNAMIC CAPABILITY

The purpose of this paper is to discuss if and how an organization may achieve a long-term competitive advantage through the management of ambiguity as a dynamic capability. This will be done through the lenses of the resource based perspective on strategy and its extension of dynamic capabilities. We challenge the traditional notion of ambiguity as an undesirable element in innovation processes and suggest that managing ambiguity as a dynamic capability may in fact offer companies a sustained competitive advantage.