Otion Inc. is a relatively new firm in the consumer electronics industry. The company's primary objective is to become the market leader in less than 5 years, for which it has to gain and sustain a competitive advantage. In the context of the VRIO framework, which of the following resources should Otion Inc. primarily focus on to achieve its objective?

A) Inexpensive unskilled labor that is easily accessible by all companies
B) Component parts that are sourced from competitors' suppliers
C) Internal production systems that could reduce costs by 30 percent below the current industry standards
D) Quality standards, which are common and mandatory throughout the industry

C) Internal production systems that could reduce costs by 30 percent below the current industry standards

Explanation:

VRIO can be defined as the tool used to analyze a firm’s internal resources and capabilities in relation to them being a source of sustained competitive advantage. It purports that organisations have to look inwards for development of competitive advantage.

VRIO is an acronym for a the four qualities that must be possessed if internal competencies must produce competitive advantage:  Value, Rarity, Imitability, and Organization.

Hence in the case of Otion Inc, the right resolve and direction is its internal production systems being able to reduce costs by 30% below industry standards.

The key word is internal.

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