Resource Orchestration: Consolidation, Integration, Entrepreneurial and Affective Commitment in Creating Sustainable Competitive Advantage in the Family Firm
Sugiarto Koentjoro, Anis Eliyana

Abstract
This study purposes to identify how family firm can create sustainable competitive advantage based on the resources of the firm through the concept of the resources orchestration and affective commitment. In particular, the authors identify the resource orchestration through three processes: consolidation, integration, and entrepreneurial. Consolidation: identified with the process of sharing ideas, cooperation and commitment, avoiding conflicts; Integration: identified with the process to search, select, configurate, deploy the assets and do structuring, bundling, leveraging the resources of the firm; Entrepreneurial: identified with the tendency to take risks, be innovative and proactive. Through affective commitment, family members on their own will keep staying in the family firm thus by retaining the presence of the firm’s superior human resources capabilities in the firm, the firm can create longer sustainable competitive advantage. In short: sustainable competitive advantage in the family firm can be achieved through the resources orchestration and affective commitment.

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