One of waterfall apparel's core values is to provide unbeatable customer service, a commitment introduced to the company by its founder more than 10 yrs ago. this value is expressed in the company's "true to you" campaign, which promises no questions asked returns policy and an offer to stitch the customer's initials onto any item for free using a patented sewing technique, two features that are not offered any of waterfall's competitors. although the campaign has resulted in a 10% decline in profits, waterfall has decided to continue to pursue its founders vision to reward customers and maintain employees's sense of purpose. why does waterfalls culture, exemplified by the "true to you' campaign, fail to support a competitive advantage?
a. it does not increase economic value creation for the firm.
b. it is not a rare resource.
c. waterfall lacks founder imprinting
d. the culture is not difficult to imitate.