It may be an asset endowment, such as a key patent, coming from the founding of the company. For example, Xerox grew on the basis of its original copying patent.
It may be acquired from someone else. For example, Whirlpool bought a worldwide distribution system when it purchased Philips’s appliance division.
It may be shared with another business unit or alliance partner. For example, Apple Computer worked with a design firm to create the special appeal of its personal computers and iPods.
It may be carefully built and accumulated over time within the company. For example, Honda carefully extended its expertise in small motor manufacturing from motorcycles to
autos and lawnmowers.11