The CBV argues that firms with ordinary resources can establish some competitive position, at least temporarily, by creatively assembling and integrating the open and generic resources they possess or purchase. The term ‘ordinary resources’ refers to resources that are neither idiosyncratic nor costly to copy, and that can be purchased in an open market or secured from partner firms. The CBV informs the ways in which ordinary firms can survive by creatively using and bundling ordinary resources. CBV changes the view from developing and leveraging distinctive resources to distinctively using generic and open resources that are available. It is essentially a compensational remedy and a catch-up strategy for these companies in their efforts to compete against resourceful and powerful rivals equipped with strategic assets. Composition is a deliberate, intelligent, and pragmatic approach, offsetting these firms’ competitive weaknesses, yet requiring savvy organizational skills to achieve compositional advantages.
