Market-focused Resources, Competitive Positioning and Firm Performance

Graham John Hooley · Gordon E. Greenley · John Fahy · John W. Cadogan

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Innovation and Knowledge Management Marketing and Advertising Strategies Corporate Governance and Management

Abstract

The paper presents a theoretical model of the relationships between market-focused resources, competitive positioning and firm performance. Building on prior work in strategic management, theory form the 'resource based view' (RBV) of the firm is integrated with marketing theory to propose a holistic model and suggest a future research agenda.

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