Unique things I do and provide, make me different and better than my competition. Information, and speed and accuracy in processing it helps keep me in business. My Company's personality is encoded in our business application software suite. I don't think HP or anyone else could rent that to me. Many large businesses are a collection of smaller businesses like mine, or departments that are run like smaller businesses.
Competition is the same.
You still have to maintain identity and presense while striving to be different and better. Information is key in doing that and unique information can make you better than the competition.