Read the full article: [[Afuah & Tucci, Chapter 5, pp. 78-83|/static/files/MBI/Module%205/afuah_tucci_ch05_final.pdf]]

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Imitability is the extent to which the technology can be copied, substituted,or leapfrogged by competitors.
* Low imitability may derive from the intellectual property protection of the technology,
* From the failure of potential imitators to have what it takes,
* From the inventor’s strategies to sustain its lead.
Complementary assets are all other capabilities—apart from those that underpin the technology or invention—that the firm needs to exploit the technology. These include:
* Brand name
* Manufacturing
* Marketing
* Distribution channels
* Service
* Reputation
* Installed base of products
* Relationships with clients or suppliers,
* Complementary technologies.
# Cell I indicates it is difficult to make money when the innovation is easy to immitate and there are a lot of non significant complementary assets available
# Cell II indicates that the holder of the complementary asset can make the money in this situation
## As an example CAT scanners were easy to imitate and the inventor (EMI) did not have the right complementary assets
## General Electric had these assets and won.
# Cell III When imitability is low and the complementary assets are important: whoever h or the more important one wins
## Pixar's interaction with Disney was a good example: The imitability of the technology was low but the bargain power of brand name, distribution channels, financing was more important.
# Cell IV When imitability is low, the innovator will make money with it when complementary assets are freely available or unimportant.
## Example: Stradivarius

[[M5-Strategy-S5 - Summary Afuah & Tucci - Chapter 5 - Implications for internet business models]]
[[M5-Strategy-S5 - Summary Afuah & Tucci - Chapter 5 - Determining One's Complementary Assets]]
[[M5-Strategy-S5 - Summary Afuah & Tucci - Chapter 5 - Developing the technology]]
[[M5-Strategy-S5 - Summary Afuah & Tucci - Chapter 5 - Models of Technological Change]]
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