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

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 corpora...

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Bibliographic Details
Main Authors: SRIVASTAVA, Rajendra Kumar, Fahey, Liam, Christensen, H. Kurt
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2001
Subjects:
Online Access:https://ink.library.smu.edu.sg/lkcsb_research/1257
https://ink.library.smu.edu.sg/context/lkcsb_research/article/2256/viewcontent/auto_convert.pdf
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Institution: Singapore Management University
Language: English
Description
Summary: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.