Chapter 6 discussed how even in dynamic competition, firms are able to develop competitive advantages. The meaning of dynamic is constant changing of the environment where you must adapt to new situations and overcome possible obstacles. Technology is a dynamic environment that is constantly changing and if companies want to keep a competitive advantage they must respond quickly and adapt.
As Delta Airlines passengers adopt the trend of owning web-enabled smartphones, wireless computers, and with the explosion of social media, the airline is leading the way in how the industry interacts with its customers thus improving the travel experience.
http://www.flightglobal.com/articles/2011/05/24/357128/passenger-experience-in-the-spotlight-as-technology-advances.html
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