What makes competitive advantage enduring and prevents its imitation is a central question in strategy research. In this paper, we investigate how and why complexity deters imitation efforts. We argue that design complexity captures the ease of making localized changes without affecting the...

Strategists have tended to explain sustained performance differences across firms in terms of two types of interactions among choices: cross-sectional interactions and longitudinal ones. We explore the interplay between these two sorts of forces first in a qualitative manner drawing on case of...