Abstract
This research proposal studies an important area of Competitive Strategy, which has received scant focus so far. While Competitive advantage has been seen to be studied in detail, the critical aspect of the ‘Decline’ of competitive advantage has not received the attention it deserves. Addressing this oversight, we develop a theoretical model that depicts the antecedents and the influencing factors for the decline, using the resource-based view (RBV) as the theoretical foundation for the study. We also present the distal and proximate outcomes of the decline. Our research plans to employ a qualitative research design, combining the analysis of business leaders' interviews with a case study approach. This study will be the first one to elaborate on the life cycle of the decline phenomenon. The contribution will be rooted in and will advance and augment the Resource Based Theory. For practitioners, our research will offer practical implications for strategy formation.