The identification and analysis of competencies and resources in operations is an activity that has often been neglected in the process of operations strategy formulation. Recognizing the importance of this activity, this study presents a methodology that aims to incorporate the resource-based view in the service operations strategy. To verify its applicability, the proposed methodology was tested in a fitness center, a service operations system with specific resources and processes. The fieldwork was applied according to the action research approach, in which one of the authors of this paper played the role of facilitator in the process of organizational intervention. The results showed the managers the resources and the competencies that should be prioritized to maintain its competitive advantage. On the other hand, it became clear to the researchers that the proposed model was feasible, useful, and easy to use, in addition to fulfilling its role of integrating the market-oriented view with the resource-based view in the complex process of operations strategy formulation.
Competencies and resources; Operations strategy; Service operations
