An airline company understands that flyers view travelling as uncomfortable and exhausting. They want to be attractive to travelers, especially frequent fliers. To provide a more pleasant experience for consumers, they provide screens on the seats in front of travelers that allow consumers to watch a variety of movies or news broadcast networks. When using the screens, there is an option for subtitles and plugging in personal headphones, so that other passengers are not disturbed by the showing. Due to the adoption of films on their flights, fliers are more likely to return to their airline next time they fly. This airline is using $\_\_\_\_\_\_\_\_\_\_$ in their industry.

Sustained competitive advantage

Valuable resources

Dynamic capability

Intangible resources

Strategic group mapping