Abstract:
Businesses are currently operating in an environment characterised by constant change due to, an increase in competitive rivalry, erratic global events, continuous change in customer needs, technological developments and a changing regulatory landscape (Osisioma, Nzewi & Mgbemena, 2016). Based on these environmental changes, in their current state, the resources and capabilities of the organisation risk becoming obsolete because Òfirms are not only competing in their ability to configure and exploit existing resources, but also in their ability to renew and develop these resourcesÓ (Osisioma, Nzewi & Mgbemena, 2016: p100). This subsequently impacts a firmÕs ability to develop, gain and sustain competitive advantage.
An exploratory qualitative research study was adopted to explore the antecedents of sustained competitive advantage in low income markets. This research study sought to demonstrate how the resource-based view (RBV) as well as dynamic capabilities framework can contribute to organisational competitiveness when used either individually or combined in low income markets. Furthermore the study sought to establish differences and / or similarities that exist among traditional and non-traditional financial service providers in the pursuit of sustained competitive advantage within the low income markets. To this end, ten in-depth semi-structured interviews were conducted with senior managers from traditional and non-traditional financial service providers that serve the low income markets in South Africa. Data from the interviews was analysed to uncover emerging themes and constructs that revealed insights which inform the findings of this study.
The findings indicate that from the effective coordination of resources and capabilities, an organisation is able to develop and nurture the accelerators to sustained competitive advantage whilst reduces and eliminating the negative effects of the decelerators of competitive advantage. The model for gaining and sustaining competitive advantage within low income markets was devised using these key findings.
