Competitive advantage;
RBV
IAE Lyon 2014
Per Åman
Outside – in
Market perpective
• Strategy as position
• Environment – strategy - structure
Inside-out
Resource Based View (RBV)
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•
•
•
•
The firm as a ‘bundle of resources’
Resources are heterogeneous, unique
Non mobile; path dependency, contextual
Resources and capabilities
VRIN
Distinctiveness: “VRIN”
•
Valuable
•
Rare
•
Imperfectly Imitable
•
(now updated)
– when they enable a firm to conceive or implement strategies that improve its
efficiency or effectiveness in delivering business goals and customer values
– valuable firm resources possessed by large numbers of competing firms
cannot be sources of either a competitive advantage or a sustainable
competitive advantage
– because of a combination of three reasons:
• unique historical conditions,
• causally ambiguous,
• ability to organize work to deliver value
Non-Substitutable
– there must not be strategically equivalent valuable resources that are
themselves either not rare or imitable
Barney, J. Journal of Management, 1991
The Value Chain
Infrastructure
HRM
Technology
Procurement
Inbound
logistics
Operations
Outbound
logistics
Per Åman
Marketing and
sales
After sales
service
Generic drivers (revisited)
-On a micro-level the customer makes a decision
based on’price - performance’
- Sustained price advantage depends on cost position
Sustained ’performance’ advantage depends on
ability to differentiate the offering
(Low) Cost
Traditional ’driver’
Scale
Differentiation
Substance
Scope
Modern ’driver’
Speed
Significance