Resource based view of brands

Questions To Answer What is your strongest business asset? Although, having heterogeneous and immobile resources is critical in achieving competitive advantage, it is not enough alone if the firm wants to sustain it. Through continued use, capabilities become stronger and more difficult for competitors to understand and imitate.

The supporters of this view argue that organizations should look inside the company to find the sources of competitive advantage instead of looking at competitive environment for it.

Resources that can only be acquired by one or few companies are considered rare. Markides in A Dynamic View of Strategy. In RBV model, resources are given the major role in helping companies to achieve higher organizational performance.

This is the scenario of perfect competition, yet real world markets are far from perfectly competitive and some companies, which are exposed to the same external and competitive forces same external conditionsare able to implement different strategies and outperform each other.

A company that has valuable and rare resource can achieve at least temporary competitive advantage. Simply because Samsung does not have the same brand Resource based view of brands or is capable to design user-friendly products like Apple does.

A question summarizing RBV approach. Firm Resources and Sustained Competitive Advantage.

Resource Based View

The following model explains RBV and emphasizes the key points of it. As a source of competitive advantagea capability should be neither too simple that it is highly imitable, nor too complex that it defies internal steering and management. Only the firm that is capable to exploit the valuable, rare and imitable resources can achieve sustained competitive advantage.

In the 21st-century hyper-competitive landscape, a firm is a collection of evolving capabilities that is managed dynamically in pursuit of above-average returns. Brand reputation, trademarks, intellectual property are all intangible assets. What unique resources do you have?

Intangible resources, such as brand equity, processes, knowledge or intellectual property are usually immobile. When more than few companies have the same resource or capability, it results in competitive parity.

Apple competes with Samsung in tablets and smartphones markets, where Apple sells its products at much higher prices and, as a result, reaps higher profit margins. According to RBV proponents, it is much more feasible to exploit external opportunities using existing resources in a new way rather than trying to acquire new skills for each different opportunity.

Unlike physical resources, brand reputation is built over a long time and is something that other companies cannot buy from the market. The first assumption is that skills, capabilities and other resources that organizations possess differ from one company to another.

If organizations would have the same amount and mix of resources, they could not employ different strategies to outcompete each other. Most of them do not attempt to look inside the company. Individual resources may not yield to a competitive advantage.

There are two types of resources: A capability is the capacity for a set of resources to integratively perform a stretch task or an activity. The resources and capabilities that answer yes to all the questions are the sustained competitive advantages. Resources are either tangible or intangible in nature.

Definition The resource-based view RBV is a model that sees resources as key to superior firm performance. With increasing effectivenessthe set of resources available to the firm tends to become larger.

The resources that cannot meet this condition, lead to competitive disadvantage.

Why Samsung does not follow the same strategy? The objective of a company is to increase its economic rent, rather than its profit as such. What one company would do, the other could simply follow and no competitive advantage could be achieved.

Barney has identified VRIN framework that examines if resources are valuable, rare, costly to imitate and non-substitutable. However, the resource must also be costly to imitate or to substitute for a rival, if a company wants to achieve sustained competitive advantage.

In contrast, the resource-based perspective highlights the need for a fit between the external market context in which a company operates and its internal capabilities.

Resources are valuable if they help organizations to increase the value offered to the customers. Physical resources can easily be bought in the market so they confer little advantage to the companies in the long run because rivals can soon acquire the identical assets.

Intangible resources usually stay within a company and are the main source of sustainable competitive advantage.a resource-based view of the firm, the importance of human capital as a source of competitive advantage becomes apparent (Amit & Schoemaker ; Hanson et al.

), and securing qualified staff becomes a strategic imperative. Resource based view, Barney () Invited audience members will follow you as you navigate and present; People invited to a presentation do not need a Prezi account; This link expires 10 minutes after you close the presentation; A maximum of 30 users can follow your presentation; Learn more about this feature in our knowledge base article.

A Resource-Based View Drawing on resource-based theory, the authors examine the extent to which firms redeploy three key marketing re- sources (brands, sales forces, and general marketing. The resource-based theory is based on the concept of economic rent and the view of the company as a collection of capabilities.

This view of strategy has a coherence and integrative role that places it well ahead of other mechanisms of strategic decision making. The Resource-Based Theory of Competitive Advantage: Implications for Strategy Formulation – Robert Grant (CMR ) Porter’s strategic development process starts by.

conclude that the resource-based view may form the kernel of a unifying paradigm for strategic management research. 2 We hope that extending the resource-based view with 1 Volberda (, p.

Resource based view of brands
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