TAILIEUCHUNG - Strategic Marketing and the Resource Based View of the Firm

The resource-based view of the firm (RBV) is one of the latest strategic management concepts to be enthusiastically em-braced by marketing scholars. This paper argues that the RBV holds much promise as a framework for understanding stra-tegic marketing issues but cautions that, before it is adopted, it needs to be fully understood. Consequently, the paper charts the development of the RBV from its origins in early economic models of imperfect competition, through the work of evolutionary economists to the contributions of strategy and marketing scholars over the past two decades. This broad literature base has given rise to a great. | Fahy Smithee Strategic Marketing and the Resource Based View of the Firm Strategic Marketing and the Resource Based View of the Firm John Fahy University of Limerick Alan Smithee Alloa Metropolitian University John Fahy is Professor of Marketing Dept. of Management Marketing University of Limerick Limerick Ireland 353-61-213126 office 353-61-338171 fax . Alan Smithee is Senior Lecturer in Marketing Alloa Metropolitan University Alloa Scotland. Please address all correspondence to the first author. EXECUTIVE SUMMARY The resource-based view of the firm RBV is one of the latest strategic management concepts to be enthusiastically embraced by marketing scholars. This paper argues that the RBV holds much promise as a framework for understanding strategic marketing issues but cautions that before it is adopted it needs to be fully understood. Consequently the paper charts the development of the RBV from its origins in early economic models of imperfect competition through the work of evolutionary economists to the contributions of strategy and marketing scholars over the past two decades. This broad literature base has given rise to a great deal of ambiguity inconsistent use of nomenclature and several overlapping classification schema. The paper seeks to draw together common themes of firm heterogeneity barriers to duplication sustainable competitive advantage and Ricardian rents within an overall model of resource-based competitive advantage. The second part of the paper describes three aspects of strategic marketing likely to benefit from adoption of the resourcebased perspective namely strategic analysis positioning and international marketing strategy. In terms of the former it is argued that the RBV helps to overcome some of the frequently cited problems of the SWOT framework. Similarly it contends that understanding a firm s resource-base is central to effective positioning while applications in the area of international marketing highlight .

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