Answer: Direct imitation or Substitution
Explanation: When a Firm enjoys competitive advantage it attracts significant attention from its competitors. the competitors attempt to take over this resource advantage in order to negate the firms resource advantage. This can be done in two ways, either by imitating the resource in which the firm has a competitive advantage ( direct imitation) or by substituting the firms product by providing a similar product or service referred to as substitution.
When a firm enjoys a competitive advantage, it attracts a significant amount of attention and its products or services can be at risk due to social complexity. Social complexity is used to describe how society works and how it is broken into different categories. When studying the social complexity theory it allows us to better understand how relationships form and happen depending on the people, situation and circumstance of the relationship.
