The problem with many Web sites, like many good ideas, is that they are easily imitated. because the Web is so public, firms can systematically analyze each other’s Web sites. Consequently, organizations need to be concerned with sustainable attractiveness the ability to create and maintain a site that continues to attract targeted stakeholders. In the case of a Web site, sustainable attractiveness is closely linked to the ease with which a site can be imitated. and suggests that Web application designers should try to take
special relations (sponsorship)
special information resources (an archive)
established brand or image (part of the enterprise’s history)
proprietary intellectual/artistic capital (painting).