ABSTRACT

A firm‟s performance is a function of how well managers build the organizations around the resources and capabilities within their reach. Resource Based View regards a firm‟s specific resources as the fundamental source of superior performance. Resources must be valuable, rare, inimitable, and lack of substitutes to give competitive advantage and hence superior performance. Empirical studies indicate that the mobile phone companies have been dominated by one player for the last six years. Despite strategies and effort of other players such as lowering tariffs, coming up with cheaper money transfer, other attractive offers like free calls and messages, they have not managed to get a competitive edge leading to one company continuing to dominate the market.

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