Company Specific Advantage is conceived as the main thrust of most strategy directions in management practices within a company. As a firm is understood as a going concern, a company’s objective is to generate and to sustain long-term viability. The question then is: how does a firm generate and sustain its long-term viability? The answer might be found in the conception of resources and capabilities, which are postulated as a basis for generating and sustaining performance. A strategic management model based on four main constructs comprising company specific resources, company specific organisational capabilities, company specific advantage, and sustainable competitive advantage was developed. This model was tested successfully on Rural People Credit Banks of Indonesia.