Purpose – The purpose of this paper is to conceptualize the unique value that can be created by performing a commodity process, in this case call handling at a call center, as a means of challenging the prevalent assumption that an organization should differentiate between the management of a...

While the resource-based view of the firm has provided many useful insights, our understanding of how non-strategic capabilities develop remains limited. This article investigates the necessity and nature of non-strategic capability development, and contrasts how non-strategic capabilities are...