Company-A receives data on its customers' consumption patterns daily. The company cleans and curates the data once the information is obtained. Company-A developed a simple but powerful proprietary software uniquely identifying consumer consumption patterns and providing its management team with valuable information to target its customers. The application was envisioned and created by Company-A IT experts. This approach is a clear example of obtaining and sustaining a competitive advantage via: O Preemption barrier O IT assets and capabilities barrier O IT project barrier O Complementary resources barrier