Resource based view (RBV) focuses on the concept of difficult-to-imitate attributes of the firm as sources of superior performance and competitive advantage. Resources that cannot be easily transferred or purchased, that require an extended learning curve or a major change in the organization climate and culture, are more likely to be unique to the organization and, therefore, more difficult to imitate by competitors. If the resource is not perfectly mobile (i.e., the resource is not free to move between firms, or if a firm without a resource faces a considerable cost burden in developing, acquiring or using it, that a firm already using it does not), then the resource is likely to be a source of sustained competitive advantage. If a resource is imitated or substituted then any advantages gained may be short lived. In short, the more mobile a resource is, the less sustained the advantage gained from that resource will be. In this current era of fast changing globalized world, if an organization is able to change swiftly and be more alert to changes in the competitive market, then they are more likely to gain and sustain competitive advantage.
- Resource Based View (RBV),
- Marketing Resources,
- Market Outcome
Available at: http://works.bepress.com/madhani/34/