The purpose of this paper is to rethink about the management of sustainable competitive advantage. Historically, sustainable competitive advantage was main issue in strategic management and numerous studies treated of this topics. However, in modern highly uncertain, complex and fast moving environments, it's very difficult for firms to keep the competitive advantage for long time. Some recent studies discuss about the idea of transient competitive advantage. In this paper, I pick up these studies to consider how management can respond to the current situation and build up short-lived competitive advantage continuously. The essence is a reconfiguration process that promptly shifts assets, people and capabilities from disengagement business to new one and exploits the market.