Is Corporate Branding a Strategic Resource that Drives Competitive Advantage? Insights from the Resource Based View (RBV) of the Firm

2010 ◽  
Author(s):  
Olutayo Otubanjo
Keyword(s):  
Competitive Advantage ◽  
Corporate Branding ◽  
Resource Based View ◽  
Strategic Resource

scholarly journals Reputação gera valor para os acionistas? uma análise nas empresas brasileiras

2017 ◽  
Vol 16 (2) ◽  
pp. 523-546
Author(s):  
Alan Diógenes Góis ◽  
Márcia Martins Mendes De Luca ◽  
Gerlando Augusto Sampaio Franco de Lima ◽  
Alessandra Carvalho de Vasconcelos
Keyword(s):  
Environmental Impact ◽  
Competitive Advantage ◽  
Value Creation ◽  
Corporate Reputation ◽  
Stock Exchange ◽  
Signaling Theory ◽  
Public Companies ◽  
Resource Based View ◽  
Strategic Resource ◽  
The Relationship

Resumo Estudos apontam que a partir dos sinais emitidos pela empresa ao mercado se constrói a sua reputação, considerado um recurso estratégico capaz de gerar vantagem competitiva. Nesse contexto, neste estudo teve-se o objetivo geral de investigar a relação entre a reputação corporativa e a criação de valor nas empresas de capital aberto listadas na bolsa brasileira, BM&FBovespa. Para a construção da reputação, foram analisados cinco sinais de reputação corporativa no período de 2010 a 2012, e a criação de valor se refere ao exercício de 2013. Considerando-se a amostra, verificou-se que a reputação corporativa influencia positivamente a criação de valor. Além disso, o endividamento, a idade e o setor de impacto ambiental apresentaram relação com a criação de valor. Portanto, conclui-se que a reputação corporativa é um recurso estratégico gerado por meio de sinais emitidos para o mercado, conforme preceitos da Teoria da Sinalização, os quais, quando percebidos pelos diversos stakeholders, refletem em vantagem competitiva, sendo capazes de influenciar a criação de valor das empresas, de acordo com os pressupostos da Visão Baseada em Recursos.Palavras-chave: Reputação corporativa. Criação de valor. Teoria da Sinalização. Visão Baseada em Recursos. Abstract Studies point out that from the signals issued by the company to the market is built your reputation, considered a strategic resource capable of generating competitive advantage. In this context, the study aims at investigating the relationship between corporate reputation and value creation in public companies listed in the Brazilian Stock Exchange, BM&FBovespa. To build the reputation, five corporate reputation signs were analyzed among the period 2010-2012, and the value creation refers to the year 2013. Considering the sample, it was found that corporate reputation influences positively the value creation. In addition, leverage, age and the environmental impact of industry were related to value creation. Therefore, it was concluded that corporate reputation is a strategic resource generated through signals emitted to the market, according to precepts of the Signaling Theory, which, when perceived by several stakeholders, reflected in competitive advantage, being able to influence the value creation of companies, according to the assumptions of Resource-Based View.Keywords: Corporate reputation. Value creation. Signaling Theory. Resource-Based View.

Analisis Resources Based View (RBV) Studi Kasus: Pada Yayasan Pendidikan GKPS

2020 ◽  
Vol 2 (1) ◽  
pp. 1-17
Author(s):  
Relahati Giawa ◽  
Liharman Saragih
Keyword(s):  
Competitive Advantage ◽  
Resource Based View ◽  
Purposive Sampling

Abstrak: Gereja Kristen Protestan Simalungun (GKPS) mengambil peran didalam membentuk, mendidik, dan mencerdaskan anak-anak bangsa dengan mendirikan Yayasan Pendidikan GKPS. Dalam melakukan tugas dan tanggung jawab tersebut Yayasan Pendidikan GKPS mempunyai berbagai strategi untuk boleh bersaing dengan yayasan pendidikan lainnya. Untuk itu perlu adanya suatu pendekatan internal yang meliputi sumber daya (resource) dan kapabilitas (capability) Yayasan Pendidikan GKPS yang dapat menciptakan keunggulan bersaing. Penelitian ini bertujuan untuk: (1) Untuk mengetahui strategi Resources Based View (RBV) dalam peneglolaan Yayasan Pendidikan GKPS, (2) Mengindentifikasi resources dan capability apa yang dimiliki oleh Yayasan Pendidikan GKPS dikaitkan dengan peluang dan ancaman dengan menggunakan kerangka analisis VRIO (Valuable, Rare, Inimitable, Organization) dalam menghadapi persaingan, (3) Mengetahui kondisi resources dan capability dalam bisnis di Yayasan Pendidikan GKPS dalam menghadapi persaingan yang semakin tinggi di masa sekarang maupun yang akan datang dengan menggunakan analisis VRIO (Valuable, Rare, Inimitable, Organization). Penelitian ini dilaksanakan pada Yayasan Pendidikan GKPS. Data dikumpulkan dengan menggunakan metode observasi, wawancara dan dokumentasi dengan penentuan informan secara purposive sampling. Hasil penelitian menunjukkan bahwa Yayasan Pendidikan GKPS memiliki sebanyak 13 sumber daya serta kapabilitas sebanyak 7 jenis berpotensi sebagai keunggulan kompetitif. Hasil analisis memberikan hasil bahwa Yayasan pendidikan GKPS memiliki resources dan capabilities yang masih berada pada kategori competitive parity dan temporary competitive advantage, oleh karena itu dibutuhkan formulasi strategi yang tepat untuk menjadikan resources dan capabilities tersebut menjadi Suistanable competitive advantage.  Kata kunci: Resource Based View (RBV), VRIO, Sumber daya, Kapabilitas

Resources for What? Understanding Performance in the Resource-Based View and Strategic Human Capital Resource Literatures

2021 ◽  
pp. 014920632110031
Author(s):  
Robert E. Ployhart
Keyword(s):  
Human Capital ◽  
Competitive Advantage ◽  
Research Needs ◽  
Resource Based View ◽  
Strategic Human Capital ◽  
Specific Performance ◽  
Collective Performance ◽  
And Performance ◽  
Performance Behavior ◽  
Management Scholarship

Barney’s presentation of the resource-based view (RBV) profoundly shaped the trajectory of management scholarship. This article considers the RBV’s impact specifically on the field of strategic human capital resources. Although Barney is still highly relevant, I suggest that research has not sufficiently appreciated the role that individual and collective performance behavior and outcomes play in linking human capital resources to competitive advantage. An alternative, what might be called RBV2.0, posits that research needs to recognize that human capital resources are distinct from performance behavior and outcomes. Such an observation raises the question, “Resources for what?” Answering this question leads to several important insights. First, a given type of human capital resource is only important to the extent it is related to performance behavior and outcomes that contribute to competitive advantage. Second, performance behavior is largely strategy-specific and thus firm-specific. Third, firm specificity is not a characteristic of human capital resources but rather a function of the proximity of the resource to firm-specific performance behavior and outcomes. Consequently, “Performance” is the answer to the question, “Resources for what?” This emphasis on understanding human capital resource-performance relationships adds considerable precision into the RBV, helps resolve puzzles in the strategic human capital literature relating to firm specificity and performance mobility, and promotes a deeper understanding hiding latent within Barney’s original view.

scholarly journals The Theoretical Embedding Of Born Globals: Challenging Existing Internationalization Theories

2014 ◽  
Vol 14 (1) ◽  
pp. 39
Author(s):  
Ricarda B. Bouncken ◽  
Felix Schuessler ◽  
Sascha Kraus
Keyword(s):  
Competitive Advantage ◽  
Underlying Mechanism ◽  
Learning Processes ◽  
Sustainable Competitive Advantage ◽  
Born Globals ◽  
Resource Based View ◽  
Knowledge Based ◽  
A Company

This article examines the embedding of the phenomenon of Born Globals into three existing theories of the firm. The model of Born Globals deals with young companies that begin shortly after their foundation to internationalize. The Uppsala Internationalization Model helps to delimit the concept of Born Globals from existing internationalization models and to highlight their special features. The resource-based view takes up the integration of knowledge as the key resource of Born Globals and explains the underlying mechanism with which a company achieves a sustainable competitive advantage from a bundle of resources. The knowledge-based view is concerned with the generation of knowledge and explains the learning processes that are performed by the entrepreneur. A recurring theme could be identified and contains the following elements which interconnect the three theories of the firm with the concept of Born Globals - knowledge as a key resource, learning, and integration of knowledge into organizations.

Explaining the Firm's De-Internationalization Process by Using Resource-Based View

2015 ◽  
pp. 407-419 ◽  
Author(s):  
Zeynep Sadikoglu
Keyword(s):  
Competitive Advantage ◽  
International Marketing ◽  
Superior Performance ◽  
Internationalization Process ◽  
Resource Based View ◽  
International Operation ◽  
Resources And Capabilities ◽  
Time Resource

The main purpose of this chapter is to analyze why some firms fail in their international operation either right after their exposure or after a certain period of time. Resource-Based View (RBV), which deals with firms' competitive advantage and their superior performance, is used to predict the underlying reasons of firms' failure of internationalization process. In international marketing, RBV basically states that the firm internationally expands its territory when it decides to exploit its resources and capabilities in other markets. This chapter extends RBV literature by applying it to de-internationalization process of the firm. It also provides a framework that shows the actions that need to be taken when firms are faced with a failure in their international operation.

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