Answer: Direct imitation or Substitution
Step-by-step 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.