Rbv2 Research Paper Example | Topics and Well Written Essays - 500 words

Rbv2 - Research Paper Example John Lewis too experienced negative sales and at one point in the year 2009 it was below the average of the British Retail Consortium. During this time, John Lewis experienced a serious fundamental difficulty in the UK market. Even though the company had a massive rational affinity, its emotional affinity as well popularity was dwindling. The result was that the retail shop underwent a period of relatively low share of the wallet of its target customer. For the past few years, John Lewis has developed and implemented an assortment of resources aimed at giving it a competitive advantage over other retail shops in the industry. (Barney, 1991) in the Resource Based Review (RBV) argues that companies and organisations should put more investment on the capabilities and resources that they deem, able to propel them towards achieving a sustainable and realistic competitive advantage hence boosting their performance. Resources can be defined as stocks of available factors owned by a firm (Amit et al, 1993). On the other hand, ‘capabilities’ is defined as the ease of an organization to coordinate different tasks while using the available resources to attain a set objective (Helfat et al, 2003). John Lewis developed a more sophisticated e-commerce website that has advanced functionalities and services than those of its competitors. The company management ensures the online store is frequently updated with product information as it may appeal to potential customers. Additionally, John Lewis embarked on a serious online campaign and social network marketing. For instance in Dec 2009 basically the Christmas period, the company introduced more sectional and emotional ads that generated huge leads to back to the online store as well as physical store visits. Its ad campaign named ‘Never Knowingly Undersold’ has made the company to outperform in the UK