In Search of Competitive Advantage: An Opportunity-based View

Said Eoon Mussa

Student thesis: Master thesis


Increased market dynamism and competitive pressures have made it vital for companies to continuously search for profitable opportunities. This thesis researches how such opportunities can be validated. First, six theoretical principles applicable to the opportunity validation process is uncovered. Second, based on these principles, a framework is created: The Opportunity Validation Approach (OVA). The OVA framework is applied via two separate case studies. Support is found for the thesis’ main argument: the importance of validating an opportunity before resources are expended on seizing the perceived market opportunity. Third, the OVA framework is operationalised through customer conversion metrics and the Economic Value Added concept. Lastly, clear directions for future studies are provided to evaluate whether the Sense, Seize, and Transform stages in the dynamic capability theory should be altered to Sense, Validate, Seize, and Transform.

EducationsMSc in Finance and Strategic Management, (Graduate Programme) Final Thesis
Publication date2018
Number of pages97
SupervisorsHenrik Johannsen Duus