Replicability is the ability of competitors to use duplicated resources and capabilities to imitate the other firm’s success. For example, even though many companies have tried to imitate Procter & Gamble’s success with brand management by hiring brand managers away from P&G, they have often failed to duplicate P&G’s success. The competitors failed to identify less visible P&G coordination mechanisms or to realize that P&G’s brand management style conflicted with the competitor’s own corporate culture.