此分析的目的是识别Zappos的潜在关键资源。对于这种分析，案例研究中给出的数据，VRIO（Value Rarity Imitability and Organization）和RBV（Resource Based view）框架适用于这些理论。由此构建了该公司的竞争力（Progoulaki和Theotokas，2010）。这些是在此分析中将要做的主要推论。
The purpose of this analysis is to identity the potential key resources of Zappos. For this analysis the data that is given in the case study, the VRIO (Value Rarity Imitability and Organization) & RBV (Resource Based view) framework are applied to the theories. Constructed from this, the competence of the company has been devised (Progoulaki and Theotokas, 2010). These are the main deductions that would be done in this analysis.
The company also had adequate resources to meet the needs of the people.
Second competence: Customer Loyalty and Brand equity
The aspect of customer loyalty for the brand founded on the brand equity is rare for the company. It is the “r” in the VRIO analysis. The company wanted to ensure that the consumers were satisfied. To bring in the customers, the company had taken the early approaches of providing important information to the stakeholders. They wanted the customer to feel valued. The product description in the online portals was comprehensive. They were important in the finding of the running shoes. The company had ensured that there was detailed discussion of the gait. Along with this, the information was provided as to make sure the customer was provided with the appropriate shoes. There was encouragement for the customers to provide feedback (Maurer, Bansal and Crossan, 2011). There were spaces that were allotted for the customers to write reviews about the product. These aspects of the company cannot be imitated by any of the other companies. The customer review is a rare aspect that adds to the brand equity. In addition, it fosters the ideology that the company genuinely cares for the consumer. The company did not make any changes to the reviews of the consumer.