使复制困难的因素使模仿困难。因此，企业的生产知识越隐性，它就越难以被企业自身或竞争对手复制。(Teece et al.， 1997, p.526)。
T“Factors that make replication difficult make imitation difficult. Thus, the more tacit the firm’s productive knowledge, the harder it is to replicate by the firm itself or its competitors. When the tacit component is high, imitation may well be impossible, absent the hiring away of key individuals and the transfers of key organization” (Teece et al., 1997, p.526).
Organizational performance therefore suffers less negative impact, and it is only through transfer of human resource assets or other key transfers (which is not always possible and nearly impossible) could imitation of those marketing capabilities ever hope to be achieved.
Furthermore, development of marketing capabilities assures that the organization concentrates on the changes occurring in the industry. The organization restructures standards, and development for its human resources and systems such that the meet day to day competition in the dynamic market. Organizations can better map the current and future needs of its customers and can represent their products and services in a more futuristic way. This way organization will not only get to improve relationships with its existing set of customers, but also targets newer sets of customers.