Creating and Sustaining competitive advantage

Creating and sustaining a competitive advantage is one of the primary requirements for the survival and the growth of an organization.
Organizations are able to create and sustain a competitive advantage if they able to continuously enhance the value that they give to their customers.Value refers to benefits divided by costs.
This learning yields a few insights.
In order to enhance benefits or to reduce costs innovation is an essential requirement.Thus innovation and competitive advantage are inextricably linked.Organizations that fail to innovate lose their competitive advantage over a period of time.
Without a strategy for creating a competitive advantage organizations are bound to go down.Thus ,it would be entirely correct to conclude that without an innovation strategy ,organizations are bound to decline.
How many organizations consciously strive for innovation in order to continuously create new competitive advantages?