“…Studies suggest that CA can be attained through better market position (Porter, 1980), unique resources (Barney, 1991), reputation (Hall, 1992), access to factor (Barney, 1986), access to market (Lieberman and Montgomery, 1988), knowledge (Prahalad and Hamel, 1990) and capabilities (Teece et al , 1997) to provide better products and services, pre-empting competitors through first mover advantage-being more efficient in terms of cost, image, reputation- improving legitimacy as a good corporate citizen-enhanced sales and profit growth- additional sales in untapped areas with scarce competition-high margin products using cutting-edge technology (Menguc et al , 2010), improved export performance-market share-financial returns (Leonidou et al , 2011), superior profits-rents-market share (Barney, 1991; Leonidou et al , 2011), unique value/positioning enhancing strategy (Bone and Saxon, 2000), superior market value creation (Ribeiro et al , 2009), maintaining pace with changing trends-strategy adjustments-risk handling measures (Li, 2009), brand-culture-technology-innovations-quality-adaptability-value creation-customer satisfaction-market share-productivity (Ambastha and Momaya, 2004), marketing innovations-creativity-improved business performances (Epetimehin, 2011), customer intimacy-associated organizational actions-attracting new customers-retaining existing customers-innovations-operational efficiency-improved supply chain-reduced cost without comprising quality (Li, 2009), positive primary stakeholders’ relations (Hillman and Keim, 2001), efficient resource management-profit-satisfaction of the stakeholders’ expectations (López et al , 2007), investment as per sustainability principles (Sage, 1999), positive reputation (Barney, 1991) and customers service standards (Kaleka, 2011). Other non-financial measures of CA have also been used in studies including but not restricted to creative processes to develop product and services-customer responsiveness gauzed by customer retention/customer attraction-cost effectiveness-market differentiation-organizational performance-social responsibility-core competence- and strategic planning (Agha et al , 2012; Al-alak and Tarabieh, 2011; Barrett et al , 2015; Diab, 2014; Epetimehin, 2011; Heywood and Kenley, 2008; Kasasbeh et al , 2017; Kuettner and Schubert, 2012; Majeed, 2011; Matikiti et al , 2012; Prescott, 2014; Schatz and Bashroush, 2016; Sigalas et al , 2013; Vahid et al , 2013).…”