Competitive advantage can come in a range of ways, such as pricing, packaging, layout, looks, services provided and more. All these can add value proposition to a product, therefore making it worth more, and more desirable to a customer. However, with the modern technology available to firms, it makes information that could help firms to gain competitive advantage over their rivals, far easier to obtain. However rapidly increasing sophisticated technology such as online cookies, mobile phone location tracking and facial recognition can leave consumers with a growing sense of unease, and leave companies trying not to be thought of as a “creep” company (Roland, L. 2013). Different ways are being thought up in order to find different sources and avenues to extract information that could help a firm gain competitive advantage. Such as “ The responsible and transparent management of consumers personal data could well be the new battleground for competitive advantage”(Roland, L. 2013). With multiple sale strategies being enforced at once in order gain competitive advantage over rivals, trust starts to decline and consumers don't know whether to trust the people selling them a particular product, or idea as they do not know their intentions. “It is difficult to distinguish between exchange partners that are actually trustworthy and those that only claim to be trustworthy” (Williamson, 1985).