<![CDATA[The expansion of modern retail has increased competitive intensity for Warung Madura as a form of traditional retail. This study aims to identify strategic resources and capabilities and to formulate a competitive advantage model for Warung Madura through a Resource-Based View approach. The study adopts a qualitative approach with a descriptive case study design. Data were collected through interviews, observation, documentation, and secondary sources, then analyzed through data condensation, data display, conclusion drawing, and the VRIO framework, which includes valuable, rare, inimitable, and organized dimensions. The analysis shows that tangible resources, such as location, inventory, labor, facilities, and transaction technology, support operational activities but are relatively easy to imitate. Meanwhile, personal relationships with customers, local market knowledge, supplier networks, work ethic, and adaptability are intangible resources with greater potential to create competitive advantage. Customer relationships, local market knowledge, and adaptability are the factors most likely to generate sustainable competitive advantage. The competitive advantage model of Warung Madura is formed through a combination of internal resources, strategic capabilities, and value creation in the form of accessibility, flexible service, product availability, and proximity to customers.]]>
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