The Strategic Deployment of Resources

• Autor(a) principal: Almeida Costa, Luís
• Data de Publicação: 1998
• Outros Autores: Dierickx, Ingemar
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/89023

The 'resource-based' view of strategy has identified which resources may lead to sustainable competitive advantages and how those resources may either be acquired or developed internally. This paper studies a complementary issue, viz. how resources should be deployed in order to fully realize their rent potential. Three deployment strategies are compared: captive use, where the firm uses the resource to enhance the competitive position of its own products; resource sharing, where the firm shares the resource with one or more competitors, for example through licensing agreements; and independent selling, where the firm incorporates the resource in an add-on or an up-grade which is sold separately to consumers. We show that a captive use strategy is often dominated by resource sharing or independent selling. Thus, a narrowly focused strategy of pursuing competitive advantage in product markets will frequently fail to capture the full rent potential of strategic resources.