Resumo em Inglês:

Abstract Purpose To analyze the business scenario of technology companies in the state of Paraíba, Brazil, within the scope of transient competitive advantages. Theoretical framework The study is based on the theory of transient competitive advantage, which proposes a paradigm shift in strategy. This theory is gaining more and more strength given that change is the only constant in today’s competitive environments. Design/methodology/approach A multiple case study was conducted with four technology companies that graduated from business incubators in Paraíba. Data were collected through triangulation of document analysis, observation, and semi-structured interviews based on the TCAM model. The data were analyzed qualitatively. Findings The results showed a “consistent, but unsystematic and reactive environment” in three of the companies and “a flexible, but inattentive environment” in the fourth. Therefore, in the first case, it is clear that healthy disengagement does not happen intentionally. In the second case, crucial time is wasted, causing opportunities to be missed and hindering the ability to transition from one advantage to another. Practical & social implications of research The main implication of the study was to present the application of the TCAM in a different state from previous studies. This proved to be timely given that two unprecedented scenarios were identified. Originality/value This study is based on a new strategy paradigm suitable for assessing companies’ competitiveness in the current scenario. However, there are few studies on its dissemination. Two unprecedented scenarios were found within the scope of the TCAM, which reinforces the study’s contribution to expanding the model. It also reinforces the idea that applying the TCAM to different realities is opportune.