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Aug. 2009, Volume 6, No.4 (Serial No.47) Journal of US-China Public Administration, ISSN 1548-6591, USA Searching for sustain satisfactory combative proceedsâ€" From tangibles to intangibles*? OGREAN Claudia, HERCIU Mihaela, BELA?CU Lucian (Faculty of Economic Sciences, Lucian Blaga University of Sibiu, Sibiu 550026, Romania) Abstract: The purpose of this paper is to underscore on the growing importance of the intangible assets for a firms sustainable competitive advantageâ€"by considering both the features that a strategic asset must reach and the high potential of the intangible assets to fulfill those features. First, we outline the changing surround firms are operating inâ€"at orbicular and industrys level as well; second, we emphasize on the evolving theory of the resource-based view of the firmâ€"as the main example integrating all the assets of a firm and its relationships with the environment; third, we underline the need for organizational and managerial change and tuition by making the shift from tangibles to intangibles. We find that the theory in the field evolved within last years, but the conceptual framework is far from being exhaustive and unitary.

The paper may be continued with the developing of a conceptual framework which is able to identify the specific intangible assets that may become strategic, their determinants, the interconnections among them, and their integration into successful competitive strategies. The practical implications of the paper constitute in offering some guidelines for firms in the search of spheric competitiveness through the valorization of there intangible assets. The paper emphasizes that, in order to achieve sustainable competitive advantage, strategic focusing must develop a comprehensive, dynamic and innovative resource-based role modelâ€"unique for each firm. Key words: competitive advantage; resource-based view of the firm; organizational change; intangible assets 1. Introduction distributively firm is a unique combination...

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