For over 70 years, Ferrari has cultivated an image of exclusivity through limited production, racing heritage, and handcrafted design. Customers pay premium prices not only for performance, but for the emotional value of belonging to a prestigious brand community. Despite other carmakers producing technically similar vehicles, Ferrari maintains profit margins far above industry averages. From a resource-based perspective, what best explains Ferrari’s sustained advantage?

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Cost advantages achieved through large-scale manufacturing and supplier integration.

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Continuous entry into emerging markets to offset competition.

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Short-term advertising campaigns that reinforce product awareness.

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Intangible brand assets and organizational know-how, such as heritage, craftsmanship, and reputation, that are socially complex and difficult to imitate.

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For over 70 years, Ferrari has cultivated an image of exclusivity through limite...

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