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A lack of proprietary technology and patents can hurt Starwood Hotels and Resorts’s ability to compete against rivals… … "Outdated Technology (Starwood Hotels and Resorts)" has a significant impact, so an analyst should put more weight into it. This qualitative factor will lead to an increase in costs. This statement will lead to a decrease in profits. "Outdated Technology (Starwood Hotels and Resorts)" is a difficult qualitative factor to overcome, so the investment will have to spend a lot of time trying to overcome this issue.