Web 2.0 is a platform that supports value co-creation. Firms engage with a variety of audiences to generate additional value. The study presented in this paper looks at employer/employee engagement and identifies high-and low-performers. By comparing successful and less successful firms, the firm specific idiosyncratic relationships are uncovered and firm specific resources as sources of superior performance identified. This paper introduces ALIAS – a methodology for identification of the relative firm performance within a population, and selection of theoretically relevant cases to conduct comparative case studies through the lens of RBV. The proposed methodology is a five step process and utilises the DART framework of value co-creation for identification and assessment of performance criteria.