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Competitive advantage; RBV IAE Lyon 2014 Per Åman.

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Presentation on theme: "Competitive advantage; RBV IAE Lyon 2014 Per Åman."— Presentation transcript:

1 Competitive advantage; RBV IAE Lyon 2014 Per Åman

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3 Outside – in Market perpective Strategy as position Environment – strategy - structure

4 Inside-out Resource Based View (RBV) The firm as a ‘bundle of resources’ Resources are heterogeneous, unique Non mobile; path dependency, contextual Resources and capabilities VRIN

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6 Distinctiveness: “VRIN” (now updated) Valuable – when they enable a firm to conceive or implement strategies that improve its efficiency or effectiveness in delivering business goals and customer values Rare – valuable firm resources possessed by large numbers of competing firms cannot be sources of either a competitive advantage or a sustainable competitive advantage Imperfectly Imitable – 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

7 Per Åman The Value Chain Inbound logistics OperationsOutbound logistics Marketing and sales After sales service Infrastructure Procurement Technology HRM

8 Generic drivers (revisited) -On a micro-level the customer makes a decision based on’price - performance’ - Sustained price advantage depends on cost position (Low) CostDifferentiation Scale Scope Speed Substance Significance Traditional ’driver’ Modern ’driver’ Sustained ’performance’ advantage depends on ability to differentiate the offering

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