Pigen, der overlevede sin egen butik
Irma · VRINO · Read the study: maxnoble.com/study/0004
For the class
1What five questions does VRINO ask about a resource?
2Irma's organic range was valuable. Why did it give Irma only parity?
3Irma's brand passed four of the five tests. Where did it fail, and what proves it?
Answers · for the teacher
No. 0004 · Pigen, der overlevede sin egen butik
1What five questions does VRINO ask about a resource?
Is it Valuable? Rare? Hard to Imitate? Non-substitutable (cannot be replaced)? And is the company Organised to make money from it? The model builds on Jay Barney's work from 1991.
In the study: Screen: The analysis
2Irma's organic range was valuable. Why did it give Irma only parity?
Because it was no longer rare. A rival can put organic milk on the shelf next week. By 2023, 11.8 per cent of all Danish grocery sales was organic, the highest share in the EU. Irma taught Denmark to buy organic, and then Denmark bought it somewhere else. Parity means you are in the game, but you do not win.
In the study: Screens: The history; How to read the table
3Irma's brand passed four of the five tests. Where did it fail, and what proves it?
It failed only on O: Irma was one of eight chains in a group investing heavily in discount, with 65 stores, mainly in the capital. The proof came after the stores closed: Coop put Irma products in about 900 of its other stores, and in 2025 they are expected to sell for more than half a billion kroner. The brand was never the problem; the organisation around it was.
In the study: Screens: The observation; Your verdict
Hand out page 1 after the reading. Page 2 holds the answers. Every answer is in the study; nothing new is added.