다비치안경의 경쟁우위요소의 지속가능성 분석을 통한 성공 사례 분석 : RBV와 CAT 관점의 경쟁우위요소를 중심으로

This case study explores the resources and strategies used by Davichi Optical to secure a sustainable competitive advantage in the increasingly competitive domestic eyewear franchise industry. To achieve this, we integrated the Resource-Based View (RBV) and the Comparative Advantage Theory of Competition (CAT), two leading management theories, to analyze the interactions between core internal resources and the external market environment. The analysis revealed that Davichi Optical leveraged VRIN resources, including a professional training system, a standardized service manual, an ERP-based integrated management system, and a customer database, to systematize and efffectively manage these resources, thereby creating a unique competitive advantage and achieving structural differentiation. Furthermore, through a customer-centric corporate culture, reasonable pricing policies, systematic training programs, and social contribution activities, Davichi Optical strengthened brand trust and secured a long-term comparative advantage. This demonstrates that franchise businesses can maintain sustainable competitiveness when their internal resources and their ability to adapt to market changes work together. This study has academic significance in that it empirically demonstrates the importance of strategic resource utilization and relational management in the franchise industry by applying the integrated perspectives of RBV and CAT, and it also provides practical implications for the establishment of sustainable management strategies for franchise headquarters in the future.