Because Customers select products that offer the best value for money and Value creation happens through Valuable and Supported by Organization resources and the value is superior due to Rare and Difficult to Imitate resources while Ability to capture the value depends on the perceived bargaining power, the source of the competitive advantage lies in Valuable, Rare, Difficult to Imitate, and Supported by Organization resources.

Company acquires and sustains the resources providing the competitive advantage through dynamic capabilities.