Abstract
In highly competitive technology markets, such as the market in which Enterprise Resource Management (ERP) service providers do business, it has become of fundamental importance to understand the factors that create competitive advantages. This paper presents the support from the theoretical frameworks offered by the Resource-based View (RBV) and the Market-based View (MBV) to attempt to explain the competitive advantage held by Totvs Curitiba, a franchise of Totvs, which in turn is a Brazilian company that is a market leader in ERP service provision. In methodological terms, this is a Case Study for which data was collected during interviews and by observation and review of secondary documentary sources. The results suggest that the franchise's market-leading position was built on a relationship, which is identifiable in the results of this study, between the strategies adopted, resources controlled and competences developed.
Highlights
Attempting to understand how some firms outperform others is a central theme in the field of strategy studies (D’Aveni, Dagnino, & Smith, 2010)
Many different theories have been proposed over the years to explain this phenomenon, two approaches stand out from the crowd: the Resource-based view (RBV) and the Market-based View (MBV) (Ramos-Rodriguez & Ruiz-Navarro, 2004)
Considering that the objective of this research was to investigate which organizational competences, strategies, resources and industry forces contributed to building the competitive advantage of the case under investigation, the initial task was to describe the components of these categories using guiding questions, which led to the results illustrated in the figure below
Summary
Attempting to understand how some firms outperform others is a central theme in the field of strategy studies (D’Aveni, Dagnino, & Smith, 2010). Maintenance of superior performance over time is an indicator of sustained competitive advantage (Peteraf & Barney, 2003). Many different theories have been proposed over the years to explain this phenomenon, two approaches stand out from the crowd: the Resource-based view (RBV) and the Market-based View (MBV) (Ramos-Rodriguez & Ruiz-Navarro, 2004). According to the MBV the origin of superior performance lies in a firm's market position that allows it to defend or influence the competitive forces of the industry. Manuscript first received/Recebido em: 19/05/2014 Manuscript accepted/Aprovado em: 04/08/2015. Address for correspondence / Endereço para correspondência.
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