VRIO FRAMEWORK OF COCA-COLA
                                                  HEADQUARTER –U.S.   INDUSTRY SERVED-  BEVERAGES   CEO -  James Quincey   MAJOR COMPETITOR-  PEPSICO   VRIO FRAMEWORK         VRIO tool used to analyze the firm internal resource and capabilities to find out that they can be a source of sustained competitive advantage.  This tool is developed by  BARNEY J.B, according to him, the resource must be valuable, rare, imperfectly imitable and non-sustainable      VALUABLE :  coca- cola resource considered valuable if they add value by enabling a firm to exploit opportunities or defend against threats. This is done by increasing differentiation and decreasing the price of the product. coca cola manages their brand image in  global market and connects with people all over the world due to their different and unique taste. They had better sales and long reputation as th...