Purpose – This paper aims to address the limited development of techniques to analyze firms' internal sources of competitive performance. It seeks to enhance the contribution of the widely diffused value‐rarity‐imitability‐organisation (VRIO) model to practical strategy making....

Purpose – The purpose of this research is to improve the success rate and quality of outcome when strategy tools are used in practical situations. Design/methodology/approach – Draws on post‐experience teaching and uses conceptual reasoning to propose a typology of tool applications....