This study examines the complementarities between the theoretical economics of transaction costs (TCE) and the resource-based view ( RBV), especially regarding ( i ) asset specificity and ( ii ) the lack of resources available in companies and how these are used to generate competitive advantage . We conducted a qualitative study of multiple cases in the confectioneries segment, mainly because this segment is recognized for its low occurrence of specific assets and for the scarcity of strategic resources. This facilitated the analysis in terms of data volume (goods and resources) and understanding the companies. It was found that even when operating in a segment of low asset specificity, confections are able to implement strategies to maintain the company. They feature strategic resources sets developed throughout the history of each organization, which are mobilized to produce specific assets for each.