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Remember that resources and capabilities need to be valuable, rare, and inimitable in order to provide a competitive advantage. Perhaps more so today with technology and the desire to outdo competitors, it is very difficult to prevent imitation, even for patented processes or products. A sustainable competitive advantage also requires the ability to prevent appropriation of the value of the resource or capability by others. Moreover, a sustainable competitive advantage requires ensuring that your firm's core competencies adapt to changes in the external environment (PESTEL and five forces), which usually requires continuous improvement in cost structure or continuous innovation or both. So, with that in mind:
Question:
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