A Research on Integrating the Vrio Model with Design Thinking: Enhancing Competitive Advantage and Innovation in Start-Ups

The increasing application of Design Thinking across various fields has highlighted its significant impact on entrepreneurship, particularly in the context of new business start-ups . This research examines how integrating Design Thinking with the VRIO model can enhance problem-solving and foster innovation in startups. By combining these two approaches, the study explores how they can strengthen business structures, boost market attractiveness, and secure competitive advantages for new start-ups. Despite growing interest, research on the combined use of Design Thinking and the VRIO model in entrepreneurship remains scarce. This study explores their unique contributions, focusing on how they enhance creativity, strategic resource management, and sustainable growth in startups. Through an analytical and qualitative approach, utilizing interviews with new entrepreneurs and secondary academic sources, the study demonstrates how these models can address business challenges and build lasting competitive advantages, ultimately strengthening startups in competitive markets.