|Academic Paper from the year 2017 in the subject Business economics - Business Management, Corporate Governance, grade: 90.0, Cologne Business School Köln, language: English, abstract: This paper seeks to understand the characteristics of hypercompetition as well as the resulting changes that have occurred within the global markets. Hypercompetition is a phenomenon that has recently impacted markets everywhere. It is the state of rapid competition occurring in markets, which is often characterized by an unsustainable competitive advantage. In fact, many people believe that the concept of sustainable competitive advantage is no longer relevant. One of the main supporters of this idea and the man who coined the idea of hypercompetition is Richard D'Aveni, a professor of business strategy. He says that the idea of sustained competitive advantage is dead.