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Market Based

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INTRODUCTION
Resource based as a basis for the competitive advantage of a firm lies primarily in the application of a bundle of valuable tangible or intangible resources at the firm's disposal and market based view

Comparison of the Resource-Based vs Market-Based View market-based view (MBV) and the resource –based view (RBV) as two approaches to giving businesses the competitive edge they need to compete in their industries. Aside from having competitive advantage as their ultimate goal, the two approaches are also similar in the sense that they both make use of particular tools and models in their undertakings. They also differ in numerous ways, starting with their definitions, assumptions about the equilibrium of the market and the tools and models used. Nevertheless, despite their differences which may portray them as rivals, in practice the two approaches are rather complementary as the crux of this essay shall illustrate.

By definition the market-based view is an outside in approach to competitive strategy; which as stated by D. Faulkner (2007) copes with competition through ‘astute market positioning’. In other words firms identify the opportunities and threats in their external environment through the use of tools such as the Product Life Cycle, Porter’s 5 Forces Model of industry analysis, Strategic groups, Scenario planning and models namely Porter’s Generic Strategies, Customer Matrix and Mintzberg’s 5P’s Model. Upon mapping out the various opportunities and threats from outside and having a good understanding of the behavior and current external situations, the firm then proceeds to make necessary adjustments internally so that it fits to its external environment.

REFEREES * Barney, J.B.; Wright, M.; Ketchen Jr., D.J. (2001), The resource-based view of the firm: Ten years after 1991. Journal of Management; 27 (6), pp. 625–641. *

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