Imitability is important in the VRIO Analysis because it determines whether a resource can be easily copied by competitors. If a resource is valuable, rare, but can be easily imitated, then it does not provide a sustained competitive advantage. However, if a resource is valuable, rare, and difficult to imitate, it can provide a sustained competitive advantage.
How do you know if a venture is worth your time, investment, and resources? Value, rareness, imitabi...
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