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Journal of the Academy of Marketing Science
Published in: Journal of the Academy of Marketing Science 1/2014

01-01-2014 | Commentary

On the role of the RBV in marketing

Author: Birger Wernerfelt

Published in: Journal of the Academy of Marketing Science | Issue 1/2014

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Abstract

This short note contains some reflections on the relationship between the resource-based view of the firm (RBV) and marketing. I focus on the main proposition of the RBV—that a firm should focus on what it can do better than others—and argue that it has implications for almost all marketing activities and that much thinking in the field already is consistent with it.
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Footnotes
1
As of early 2013, Wernerfelt (1984) has 15K Google Scholar citations, Prahalad and Hamel (1990) has 18K, Barney (1991) has 27K, and Teece et al. (1997) has 15K.
 
2
For more details on my perspective on the RBV and background for the present article, the reader is referred to Wernerfelt (1984, 1994, 1995, 2011, 2013).
 
Literature
Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120.CrossRef
Bloom, N., Sadun, R., Van Reenen J. (2013). Management as a technology. Working Paper, London School of Economics.
Kozlenkova, I., Samaha, S., Palmatier, R.W. (2013). Resource-based theory in marketing. Journal of the Academy of Marketing Science.
Prahalad, C. K., & Hamel, G. (1990). The core competence of the corporation. Harvard Business Review, 68(3), 79–91.
Teece, D., Pisano, G., & Shuen, A. (1997). Dynamic capabilities and strategic management. Strategic Management Journal, 18(7), 509–533.CrossRef
Wernerfelt, B. (1984). A resource-based view of the firm. Strategic Management Journal, 5(2), 171–180.CrossRef
Wernerfelt, B. (1994). An efficiency criterion for marketing design. Journal of Marketing Research, 31(4), 462–470.CrossRef
Wernerfelt, B. (1995). The resource-based view of the firm: ten years after. Strategic Management Journal, 16(3), 171–175.CrossRef
Wernerfelt, B. (2011). The use of resources in resource acquisition. Journal of Management, 37(5), 1369–1373.CrossRef
Wernerfelt, B. (2013) Small forces and large firms: foundations of the RBV. Strategic Management Journal, 34, forthcoming.
Metadata
Title
On the role of the RBV in marketing
Author
Birger Wernerfelt
Publication date
01-01-2014
Publisher
Springer US
Published in
Journal of the Academy of Marketing Science / Issue 1/2014
Print ISSN: 0092-0703
Electronic ISSN: 1552-7824
DOI
https://doi.org/10.1007/s11747-013-0335-8

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