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key success factors the resources and capabilities/competencies/ skills a firm must possess to achieve some competitive ‘success’ and profitability in a market. For example, a pharmaceutical firm such as Glaxo Smith Kline must possess financial resources and skilled research staff to fund and develop expensive and innovative new drugs. However, this is not enough in itself to achieve a COMPETITIVE ADVANTAGE over rival suppliers and deliver above-average profits; that is the firm must achieve greater differential competitive advantage by having superior resources and capabilities (technical, but crucially also managerial expertise) such as to create more value than its competitors. See VALUE CREATED MODEL, VALUE ADDED ANALYSIS, RESOURCE BASED THEORY OF THE FIRM, DISTINCTIVE COMPETENCIES.