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Neste artigo teve-se como objetivo explorar o estudo do modelo Resource Based View ( RBV ) aplicado em uma Franquia de chocolates finos – Cacau Show – localizada no Municipio de Currais Novos, RN. Buscou-se identificar os recursos que geram vantagem competitiva para a Franquia a partir de um questionario fechado aplicado a gestora e aos clientes, com base no modelo RBV apresentado por Barney (2007), e que estao alinhados as escolhas dos clientes que compram na referida Franquia. A metodologia utilizada foi do tipo descritivo com enfoque quantitativo, cuja necessidade foi analisar as opinioes variaveis sobre os recursos: valor, humano, fisico e organizacional, de forma que os resultados obtidos forneceram maior relacao nos recursos humano e organizacional, que favoreceram a vantagem competitiva, principalmente no que se refere a qualidade no atendimento e dos produtos, alem do acompanhamento das tendencias do mercado. Os recursos de menor similaridade sao: valor e fisico, visto que os clientes nao se expressaram exigentes nos aspectos localizacao e tecnologia da franquia, iluminacao da loja e layout da empresa, tornando-se reais balizadores de sucesso, ja que para o gestor essas condicoes sao de extrema importância; por outro lado, os clientes sao exigentes nos quesitos limpeza do ambiente, variedades de produtos e espaco fisico, sendo estes, portanto, recursos que devem ser priorizados a fim de favorecer o destaque da Cacau Show no segmento de chocolates finos no mercado local. Palavras-chave: Vantagem competitiva. Modelo RBV . Franquia. Estrategia empresarial. Mercado local. Abstract This article aimed to explore the study of Resource Based View (RBV) model, applied in a franchise of fine chocolates – Cacau Show – located in the city of Currais Novos, RN. The research sought to identify the resources that generate competitive advantage for the franchise from a questionnaire applied to management and customers, based on the RBV model presented by Barney (2007), and that are aligned with the choice of customers who buy in this Franchise. The methodology used was descriptive with quantitative approach, whose need was to analyze the variable opinions on resources: value, human, physical and organizational, so that the results provided greater relation in the human and organizational resources, that favored the competitive advantage, especially regarding the quality of service and products, and monitoring of market trends. The resources of smaller similarity are: value and physical, since customers were not demanding in the aspects location and franchise technology, store lighting and layout of the company, becoming a guide for real success, as for the manager of these conditions are of utmost importance; on the other hand, customers are demanding in environmental cleaning, product varieties and physical space, so these resources must be prioritized in order to favor the highlight of Cacau Show in the segment of fine chocolates in the local market. Keywords: Competitive advantage. RBV model. Franchising. Business strategy. Local market.

Vantagem competitiva de uma franquia no segmento de chocolates finos: um estudo na perspectiva Resource-Based View (RBV)