Competitive resource analysis
You need to seek out companies that are strong within an industry with good rates of return. To beat the averages, companies need something special. That something special comes from the bundle of resources that the firm possesses.
Most of the resources are ordinary. That is, they give the firm competitive parity. However, the firm may be able to exploit one or two extraordinary resources – those that give a competitive edge. An extraordinary resource is one which, when combined with other (ordinary) resources, enables the firm to outperform competitors and create new value-generating opportunities. It is the ability to generate value for customers that is crucial for superior returns.
Ordinary resources provide ...
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