RESOURCE BASED VIEW AS A STRENGTHENING OF INDUSTRY’S CAPABILITIES TO IMPROVE COMPETITIVE STRATEGIES.

Abstract

Competitive advantage as the impact of the implementation company operation strategy in creating value creation on the products and services produced. Cost leadership and differentiation for products or services into a strategic part in achieving competitive advantage. Competitive strategy becomes part of the corporate strategy led to increased productivity and performance. Resource-Based View is a part of the company's capability in encouraging superior competing. This study empirically investigates whether there is an effect resources based view, competitive strategy and competitive advantage. The results showed that resources based view are effective and positive direct effect on competitive strategy. Competitive strategy has effective and positive direct effect on competitive advantage. Moreover, this study demonstrated that the effect of competitive advantage is mediated by competitive strategy. This finding integrates insights competitive strategy framework into a generalization of the competitive advantage in industries. Furthermore, this research is expected to support for industry have valuable suggestions to effectiveness in competitive strategy and achieved the company’s goal especially in competitive advantage.