Strategic Marketing and the Resource Based View of the Firm

John Fahy · Alan Smithee

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Innovation and Knowledge Management Marketing and Advertising Strategies Business Strategies and Innovation

Abstract

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 important differences between firm-specific and country-specific resources. The paper concludes by noting some important conceptual and methodological issues that need to be addressed by future research adopting the RBV perspective.

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References

2004Firm resources and sustained competitive advantage 1997Dynamic capabilities and strategic management 1991The Competitive Advantage of Nations 1987The Economic Institutions of Capitalism 1995The Theory of the Growth of the Firm 2006The Core Competence of the Corporation 1977The Internationalization Process of the Firm—A Model of Knowledge Development and Increasing Foreign Market Commitments 1993The cornerstones of competitive advantage: A resource‐based view

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