Is the Rbv Theory Important for MSMEs?: Competitive Advantage Analysis of Tokopedia Seller with Resource Based Theory Views

Abstract

This article describes the role of resource-based view (RBV) theory in conducting a strategic management analysis of sellers in Tokopedia. Seller, in this paper are categorized as SMEs. We identify this by applying the RBV concept to the seller at Tokopedia in implementing strategic planning and its effect on the seller's performance. We propose that the RBV theory can still be used in analyzing sellers with some modification of capabilities, namely Online Marketing Capability, Emarketplace Management Capability, Learning Capability, and Online Networking Capability. We analyze the literature by looking at the relationship between these capabilities with strategic planning on the seller at Tokopedia. Evidently, This capability has a significant influence on the existence of strategic planning and seller performance. This shows that the RBV theory can be used to analyze the capabilities needed by the seller to achieve the desired performance through good strategic planning.