Revenue and sales
Competitive advantage is the structural reason a company outperforms its rivals and manages to defend that gap over time.
In Enrico Giubertoni's writing it has moved from owning something to knowing how to use it: with data now within everyone's reach, the advantage comes from the mastery with which algorithms turn it into decisions, and from how fast those decisions reach the market.
An example
A bank builds its fraud detection system in house, because that capability is its competitive advantage, and buys payroll processing from outside. The build-or-buy choice resolves into one question: which of the two could a competitor copy within a quarter.
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