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Because of rapidly information technological innovation, to investigate competitive advantage we need to build institutions overall view that link all competitive elements from inside to outside, and from now to future. As the phenomenon that competition is a stochastic process, by defining “Chang” (a transliteration of Chinese word-場) “a set of space intersection time, which exists influence”, here we construct a new competitive thinking framework and expound that why and how “Chang” is a good way that can connect Strategy, Management and customer value in the overall view of institutions to enable competitive advantage business.