A Study Of Sustaining Firm Competitive Advantage Through Its Image

Abstract

A mass of literature exists promoting the benefits of resource-based theory of the organization.  This literature suggests that business-level resources may be sources of competitive advantage if they are rare, valuable, nonsubstitutable, and difficult to imitate.  Unfortunately, applying this theory to research or practice requires that the study first identify specific resources that can be measured and investigated.  It also requires that this study develops and tests separate theories to explain how these resources are related to competitive advantage.  Only through these steps will this study be able to extend the resource-based view of the organization in explaining and affecting competitive advantage efforts.  The overarching theory (i.e., resource-based theory) provides only a useful guide to identifying important resources and relationships.  The current study argues that organization image is one such resource.  The ability of this resource is to enhance an organization competitive advantage.  Furthermore, the tacitness, complexity, and specificity characterized by organization image can make this advantage sustainable.