Strategists with an I/O perspective strive to develop the internal resources or assets of the organization so that they are strong and getting stronger, so that the organization will obtain rare, hard to imitate and/or not easily substitutable resources that will give it an advantage over other firms in its industry. In addition, in the I/O view, if an organization's internal resources are somewhat unique and not easily duplicated by other organizations in the industry, and if the organization is continually learning and improving its internal resources or assets faster than its competitors, then it is possible for it to obtain and maintain a sustainable advantage over its competitors in the industry.

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