||The effect of liberalization and the great improvement of the internet using caused a huge impact in global airline industry which has brought more opportunities to airline’s company but fallow with keen competition. Using China Airlines as research object by using a detailed case study method to analyze its changing of resources to achieve competitive advantage since the rapid changing of the environment and understand how China Airlines changes its worse resource become a superior resource to gain competitive advantage. Airlines firm resources can be conveniently classified into four categories: physical asset, intangible asset, human capital resources and orginazation capabilities. |
After the analyzing, this study found that firstly, after China Airlines no more a monopoly, its core resources turned into a weak resources comparing with competitor. Second, airlines industry’s resources indeed changed or adjusted due to the changing of the environment. Third, the resources of airlines industry can be imitable and substitutabile easily. Therefore, human resource can be the most potential resource which establishes sustainable competitive advantage and make differentiation. Forth, all the resources of the airline’s company are core resources however one resource itself is impossible to achieve sustainable competitive advantage, only the fit and the connection of the resources can become sustainable competitive advantage. Finally, unique history conditions help airline industry to gain more resources and become more advantage than competitor.
Key words: Resource, Competitive advantage, Sustainable competitive advantage, Airline industry