The resource-based view and marketing: The role of market-based assets in gaining competitive advantage

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

doi:10.1177/014920630102700610

The resource-based view and marketing: The role of market-based assets in gaining competitive advantage

Rajendra K. Srivastava¹; Liam Fahey²; H. Kurt Christensen³

¹ Department of Marketing, McCombs Business School, The University of Texas at Austin, Austin, TX 78712-1176, U.S.A. · ² Babson College, Babson Park, MA 02157, U.S.A · ³ J.L. Kellogg School of Management, Northwestern University, Leverone Hall, Evanston, IL 60208, U.S.A.

Journal of Management 2001

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.

DOI: 10.1177/014920630102700610
Volume: 27 (6)
Pages: 777-802
Language: en
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