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2012, 198; Gibbert 2006, 125). This theory supports “the accumulation of resources that can
enhance competitiveness” (Mafabi, Munene and Ntayi 2012, 58). The knowledge-based
resources are important to sustain competitive advantage because it is difficult to imitate
socially complex, facilitate sustainable differentiation and improve performance. Sustained
competitive advantage can be achieved when firms possess resources that are valuable, rare,
inimitable and non-substitutable. This enables the firm to implement value-creating strategies
that cannot easily be duplicated by competitors (Gibbert 2006, 126).
GroupMap’s competitive advantage is by the functions and convenient of this tool.
This is because user only need to have a tablet or laptop and internet connection to use
GroupMap. Moreover, GroupMap allows people to voice out their own opinion before
officially select and vote for the best idea in GroupMap. These features are not available on
other competitors such as sticky notes, online collaboration tools and online quizzes. By
having these features, GroupMap can easily defeat their competitors.
3.2.2 Dynamic competence-based theory of the firm
Dynamic competence-based theory means “allowing the resources accumulated to
develop over time and how they are combined and organised to meet changing environments
internally and externally” (Trott 201