Question 4, Preamble The competitive advantage arises when resources or capabilities possess attributes such as value and Rarity. The two other principles, namely, Inimitability, and Organizations to exploit, determine the durability or sustainability of competitive advantage. Question 4 Using the VRIO model, determine the strength of your new business idea, define a specific competitive advantage by applying all aspects of the VRIO models, You will be allocated two marks for a well-defined solution applied to the scenario for each aspect of the VRIO model. An additional four marks will be provided for an overall, well-thought-out response. (42+4=12marks)