The resource-based view and value to the customer

Much of the conceptual analysis and empirical research within the RBV has focused on the firm's perspective of key resources and the value to the firm of these key resources. Another useful perspective on key resources is to explore the value they provide to the customer. The question of interest here is whether key resources that hold value for the firm also hold value for the customer. A research approach using an interview schedule is proposed here as an appropriate methodology by which to explore the customer perspective of key resources. This conceptual paper suggests that the outcomes of studies based on this research approach will provide insights into the identification of the factors the customer regards as the firm's valuable resources and how this influences their choice of firm. An understanding of the customer perspective has the potential to enhance the firm’s ability to develop customer value related capabilities.