When conducting VRIO analysis, Rarity question should you ask when considering the organization and its effect on a potential resource or capability.
If a resource is hard to get by for competitors, it is said to be scarce. Of all the VRIO criteria, this one may be the easiest to analyze. Coke's brand name.
For instance, is significant, but the bulk of Coke's competitors (Pepsi, 7Up, and RC) also have well-known brand names, so it's not unusual. Coke's brand may undoubtedly be the most well-known, but in this instance that makes it more valuable rather than rarer.
A company is not in a position of advantage over rivals if it has significant resources that are common. Instead, valuable assets that are shared by numerous rivals only enable businesses to compete on par with rivals.
However, a company is in a position of competitive advantage over rival companies when it maintains possession of valuable resources that are uncommon in the industry.
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