SUSTAINABLE COMPETITION AND RESOURCE-BASED VIEW IN GLOBAL MARKETS

Authors : Selda Başaran Alagöz, Ayten Akatay

Pages : 35-42

View : 5 | Download : 11

Publication Date : 2008-12-31

Article Type : Research Paper

Abstract :Today, competition concept acquires a different meaning for companies. Too much supply and fast realization of improvements as a result of globalization and fast increase in the population of the world cause companies to lose their competitive advantage in a short time. Companies have to have some basic abilities and improve them in order to provide sustainable competitive advantage. Basic abilities are more efficient, cheaper and value-added activities according to the activities in a competitive environment. On the view of marketing, to provide a sustainable competitive advantage, companies make an integration of basic marketing abilities and physical sources in a customer centered approach and then they will have an approach which is hard to be imitated. As we named sources that provide companies a competitive advantage and customer value as \"Market Based Resource\"; while making a market based resource companies have to provide abilities which are hard to copy and answer customers\' needs and wants with rare resources. This can give companies superiority over their competitors. In this study, we will handle the advantages of “resource-based view” in today\'s tough market conditions.
Keywords : Resource Based View, Competitive Superiority, Basic Skills, Marketing