Abstract
M. Comm.
The primary purpose of this study was to consider the components of each pillar of
competitive advantage, how leadership influences each pillar and to determine whether
this in turn influences customer satisfaction and/or sustainable competitive advantage
leading to the survival of the organisation. The literature review was used to accomplish
the secondary objectives of discussing strategy, strategic leadership, sustainable
competitive advantage and its pillars. The literature review was also used to model the
interconnected relationships present in the industry. An overview of the event
management industry was provided by means of the research that was conducted.