Strategically Comparing Selected Major College Basketball Powerhouses Through The Resource Based View Of The Firm
<p class="MsoBodyText" style="text-align: justify; line-height: normal; margin: 0in 0.5in 0pt;"><span style="font-size: 10pt; mso-bidi-font-style: italic;"><span style="font-family: Times New Roman;">The key to sustaining a competitive advantage through effective management is working with people.<span style="mso-spacerun: yes;"> </span>Especially dealing with sport management and marketing, concepts such as organizational culture and reputation are identifying strategic assets that are intangible resources.<span style="mso-spacerun: yes;"> </span>These concepts form the basis on the strategic theory behind the Resource-based View (RBV) of the firm.<span style="mso-spacerun: yes;"> </span>Strategic assets are intangible since they are inherently hard to duplicate, since duplication requires the inputs of how an object reacts with all the senses.<span style="mso-spacerun: yes;"> </span>Intangible assets are, by their very nature, ‘unknowable’ in the purest sense and, thus, difficult to duplicate.<span style="mso-spacerun: yes;"> </span>In addition, intangible assets are rare in that the variations that will be found within will be profound from owner to owner.<span style="mso-spacerun: yes;"> </span>The organizational cultures and reputations of the Duke University and the University of Cincinnati were compared, since they have petitions for national level basketball, but radically different organizational cultures.<span style="mso-spacerun: yes;"> </span>What constitutes organizational culture in one organization will have differences not present in another’s culture, thus allowing for some teams to maintain a sustainable competitive advantage.</span></span></p>