Understanding the strategic potential of a company’s resources and capabilities is crucial for achieving and sustaining a competitive advantage in today’s dynamic business environment. One effective tool for this purpose is the VRIO analysis, which evaluates resources based on four key criteria: Value, Rarity, Imitability, and Organization. By systematically assessing whether a resource or capability can provide a long-term competitive edge, VRIO analysis helps businesses identify their unique strengths and prioritize investments. This approach not only guides strategic planning and resource allocation but also ensures that companies can adapt and thrive in the face of competition.