VR The Future (VRTF) is a firm specializing in virtual reality training simulations for high-intensity jobs such as police, military, and other emergency personnel. VRTFs patented system allows a controller to quickly modify aspects of a training simulation, unlike any other virtual reality (VR) company. Currently, the company has 15 employees all focused on developing and marketing their patented VR system. They are divided into two primary functions, technology development and marketing. The tech team has top-notch engineers working on improving and expanding their VR system. The marketing team has built a database of the purchasing agents across their main customer segments. However, VRTF has little brand awareness so the marketing team also aims to develop VRTFs brand further. Recently, VRTF ranked 9th on the international list of Top Places to Work due to their strong, desirable corporate culture.

Select one resource that has the potential to create a sustainable competitive advantage. Explain your choice. What would make the competitive advantage from this resource more or less sustainable?