With the emergence of the digital economy and shorter product/service life cycles, advanced knowledge in the field of sustained competitive advantage has become critical. This study expands the knowledge by integrating broad based theories for empirical testing. Four theories, namely, the ResourceBased Theory, Dynamic Capabilities Theory, Diffusion of Innovation Theory and Social Exchange Theory were integrated to examine factors relating to sustained competitive advantage in the telecommunication industry in Malaysia. A conceptual framework was formulated with these factors: a) Firm Agility (alertness, accessibility, decisiveness, swiftness, and flexibility), b) New Product Development (design thinking, human-computer interaction, design engineering, software development), c) Innovation (magnitude & speed), with the focal construct being sustained competitive advantage to achieve customer retention. Additional postulates included Disruptive Technology as moderator.