With more than 71% of people having positive opinion of the store and 98% of people being familiar with the store, Sunny Beams is one of the most popular grocery store chains in Plovdiv, the 5th oldest city in the world. Sunny Beams has a strict policy of banning photographs/videos in its store and backroom. Executives have also rejected interests from academics to conduct a study investigating causes for the success of the store. Some of its own top managers consider such secretive policies to be verging on paranoia. The policies most likely indicate that the top management of the firm believes the organization's core competencies are