According Pearlson Saunders Et Al Resource Based View Rbv Concentrates Areas Add Value Fir Q34312724

According to Pearlson, Saunders et al. resource-basedview (RBV)  “concentrates on areas that add value to the firm”(2016). RBV focuses on resources that can manage in a rapidlychanging environment while applying strategically used resourcesrather than competitive barriers (Pearlson, Saunders, et al.,2016). Southwest Airlines main challenge after the merger wasintegrating AirTran employees into the Southwest culture whilecontinuing to carry out complex operations daily. To attain asuccessful merger Southwest and AirTran employees needed to makecustomers feel as though nothing was changing, rather, emphasizingon the benefits customers are receiving from the merger. One mainattribute companies need to consider are table stakes that arenecessary

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