The Resource-based View and Marketing: The Role of Market-based Assets in Gaining Competitive Advantage  

Oleh:

Srivastava, Rajendra K. ; Christensen, H. Kurt ; Fahey, Liam

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: JOM: Journal of Management vol. 27 no. 6 (Sep. 2001), page 777–802.
Topik: resource-based view; RBV
Fulltext: 777.pdf (129.08KB)

Isi artikel

This article posits a framework that shows how market-based assets and capabilities are leveraged via market-facing or core business processes to deliver superior customer value and competitive advantages. These value elements and competitive advantages can be leveraged to result in superior corporate performance and shareholder value and reinvested to nurture market-based assets and capabilities in the future. The article also illustrates how resource-based view (RBV) and marketing considerations in the context of generating and sustaining customer value can refine and extend each other’s traditional frames of analysis. Finally, the article posits a set of research directions designed to enable scholars to further advance the integration of RBV and marketing from both theory-driven practice management as well as a problem-driven theory development perspectives.

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