Certain example embodiments relate to techniques for dynamic resource use limitations in a cloud computing environment. A service request from a user is received, in connection with a first application process of the application processes executing in the environment. A resource strategy based on the received service request is generated in connection with the first application process. The resource strategy specifies at least one resource shared by the application processes and an amount of the at least one resource for use by the first application process to subsequently perform a service requested. In connection with a resource controller process different from the first application process, a determination is made regarding whether the generated resource strategy is feasible. Either the service is performed (e.g., when the resource strategy is feasible), or the resource strategy is revised and re-submitted to the resource controller process (e.g., when the resource strategy is infeasible).