Guide to

Business
Planning
Resource-based view of sustainable competitive advantage
Guide to Business Planning
Key Resources
Tangible
Assets
Intangible
Assets
Capa-
bilities
Value
Barriers to
Duplication
Appropriability
Sustainable
Competitive
Advantage
Value to Customers
Superior
Performance
- Market Performance

- Customer
Performance
Management Strategic Choices
- Resource Identification
- Resource Development / Protection
- Resource Deployment
The objective of strategic planning is to achieve, sustain and enhance the competitive advantage. Within an industry some businesses
are more successful than others because they have resources that are inherently different from those of their competitors, who
furthermore cannot easily acquire these resources. Businesses should therefore try to acquire or develop such unique resources in
order to attain competitive advantage.
This framework looks rather conceptual, but it provides a useful structure to develop your thinking, even for a small business. For
example, if a coffee shop occupies a particular space where many of people pass each day, no competing coffee shop can occupy
exactly the same space.
Source: Fahy, J. and Smithee, A., Strategic Marketing and the Resource Based View of the Firm, Academy of
Marketing Science Review, Vol. 1999, No. 10, 1999