The ‘core’ a company should have

In dynamic competitive advantage in market, a company should have creative ideas to offer. So, what skills that a company must have in order to sustain in long-term market? The answer is they need to understand first about their core business. The core can be seen from the strength and weaknesses they have. Based on Barney (1991), a company should have some characteristics in order to be unique. They are rare, inimitable, non-substitutable in market.