A fuzzy quantitative VRIO‐based framework for evaluating organizational activities

Purpose – The study aims to shed light on how to identify drivers of sustainable competitive advantage under a turbulent and uncertain environment, one of the most crucial challenges faced by resource‐based strategists. Design/methodology/approach – This study introduces a VRIO‐based framework to evaluate a firm's internal activities, in which the fuzzy set and utilities functions are adopted to identify the competitive advantage of available resources based on resource‐based theory. A case study is conducted to illustrate how the framework can be applied as a tool for exploring the potential competitiveness of a firm's core resources. Findings – The quantitative VRIO‐based framework is a useful tool to assist top management to identify a list of potential competitive advantages of the available sources. Originality/value – The VRIO‐based framework is built through the integration of quantitative and qualitative methods, and this innovative approach is proposed to bridge the gap between resource‐based theory and its application.