Value, the “V” in the VRIO framework, is a moving target.  This is especially true in regard to the ever-changing forum of technological advances; whereas, what was once considered value-added has moved into the realm of the expected and no longer provides the competitive edge for companies like it once did.

Reading the New York Times this week I came across an article about Barnes and Noble. http://www.nytimes.com/2012/01/29/business/barnes-noble-taking-on-amazon-in-the-fight-of-its-life.html?_r=1&ref=business

Once a prominent seller that put smaller, local booksellers out of business mostly due to their capital and resources being able to sustain a wider selection of books, their business strategy is now becoming obsolete as consumers transition to e-readers.  Though they introduced the Nook as an attempt to compete with Amazon.com and their highly successful Kindle, their efforts are proving futile.

This gives new insight to the trendy phrase “too big to fail.” Perhaps big chain stores, such as Barnes and Noble, are “too big to evolve.”