VALUABLE, RARE, INIMITABLE, NON-SUBSTITUTABLE AND EXPLOITABLE (VRINE) RESOURCES ON COMPETITIVE ADVANTAGE

This study seeks to extend and advance knowledge and understanding of the RBV as a model conceptualized in literature. The study tested the relationship between VRINE resources and competitive advantage. It focused on how banks particularly those operating in a highly unstable economy with high degree of inconsistency in policy making and high competition use resources to realize competitive advantage. A quantitative survey research was done which focused on descriptive survey design to explore the relationship between selected independent and dependent variables. A sample size of 204 respondents consisting of CEOs and Directors, managers, supervisors and senior employees was used to gather data using a self-administered questionnaire. SPSS version 16 was used to analyze the data. The results of the study shows that resources that suit the VRINE criteria leads to competitive advantage. All the VRINE attributes showed a significant relationship with competitive advantage except for non-substitutability. The findings indicate that there is need for banks to modify resources to keep up with the market demands.