nach oben

Journal of the Academy of Marketing Science

Erschienen in:

01.01.2014 | Conceptual/Theoretical Paper

Resource-based theory in marketing

verfasst von: Irina V. Kozlenkova, Stephen A. Samaha, Robert W. Palmatier

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 1/2014

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config

KI-gestützte Suche

Aus

Abstract

The use of resource-based theory (RBT) in marketing research has increased by more than 500% in the past decade, which suggests its importance as a framework for explaining and predicting competitive advantages and performance outcomes. This article provides a comprehensive review of RBT, including a contemporary definitional foundation for relevant terms and assumptions and a synthesis of empirical findings from marketing literature. This multidimensional analysis of RBT also evaluates extant marketing research according to four perspectives: the marketing domains that use RBT, the characteristics and uses of market-based resources that differentiate it from other research contexts, the extension of RBT to the “marketing exchange” as a unit of analysis, and the connection of RBT to related theories. This analysis also reveals some common pitfalls associated with prior research, offers tentative guidelines on how to improve the use of RBT in marketing, and suggests research directions to advance the theorization and empirical testing of RBT in the future.

Nächster Artikel On the role of the RBV in marketing

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Early versions of the RBV referred to a VRIN framework: valuable, rare, inimitable, and non-substitutable. However, the contemporary version subsumes the non-substitutability requirement of VRIN under the imperfectly imitable condition and adds organizational processes, as means for exploiting the potential of VRI resources (Barney and Clark 2007; Barney and Hesterly 2012). We adopt this updated VRIO framework.

We also include empirical articles using RBT that focused on marketing topics and were written by marketing scholars but were published in non-marketing journals.

Aaker, D., & Joachimsthaler, E. (2000). The brand relationship spectrum: The key to the brand architecture challenge. California Management Review, 42(4), 8–23.

Alderson, W. (1957). Marketing behavior and executive action. Homewood, IL: Richard D. Irwin.

Amaral, J., & Parker, G. (2008). Prevent disasters in design outsourcing. Harvard Business Review, 86(9), 30–34.

Apelbaum, E., Gerstner, E., & Naik, P. (2003). The effects of expert quality evaluations versus brand name on price premiums. Journal of Product & Brand Management, 12(3), 154–165.

Armstrong, G., & Shimizu, K. (2007). A review of approaches to empirical research on the resource-based view of the firm. Journal of Management, 33(6), 959–986.

Arnold, T., Fang, E., & Palmatier, R. (2011). The effects of customer acquisition and retention orientations on a firm’s radical and incremental innovation performance. Journal of the Academy of Marketing Science, 39(2), 234–251.

Atuahene-Gima, K. (2005). Resolving the capability-rigidity paradox in new product innovation. Journal of Marketing, 69(4), 61–83.

Auh, S., & Menguc, B. (2009). Broadening the scope of the resource-based view in marketing: The contingency role of institutional factors. Industrial Marketing Management, 38(7), 757–768.

Badenhausen, K. (2012). Apple tops list of the world’s most powerful brands. Forbes, 10(22). Retrieved November 5, 2010 from http://www.forbes.com/sites/kurtbadenhausen/2012.

Bagozzi, R. (1975). Marketing as exchange. Journal of Marketing, 39(4), 32–39.

Barney, J. (1986). Strategic factor markets: Expectations, luck, and business strategy. Management Science, 32, 1512–1514.

Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120.

Barney, J. (1995). Looking inside for competitive advantage. Academy of Management Executive, 9(4), 49–61.

Barney, J. (2001). Is the resource-based “view” a useful perspective for strategic management research? Yes. Academy of Management Review, 26(1), 41–56.

Barney, J., & Arikan, A. (2001). The resource-based view: Origins and implications. In M. Hitt, R. Freeman, & J. Harrison (Eds.), Handbook of strategic management (pp. 124–185). Oxford, UK: Blackwell.

Barney, J., & Clark, D. (2007). Resource-based theory: Creating and sustaining competitive advantage. New York: Oxford University Press.

Barney, J., & Hesterly, W. (2012). Strategic management and competitive advantage: Concepts and cases (4th ed.). New Jersey: Pearson.

Barney, J., Ketchen, D., & Wright, M. (2011). The future of resource-based theory: Revitalization or decline? Journal of Management, 37(5), 1299–1315.

Basu, A., Lal, R., Srinivasan, V., & Staelin, R. (1985). Salesforce compensation plans: An agency theoretic perspective. Marketing Science, 4(4), 267–291.

Boulding, W., & Christen, M. (2003). Sustainable pioneering advantage? Profit implications of market entry order. Marketing Science, 22(3), 371–392.

Cannon, J., & Perreault, W., Jr. (1999). Buyer-seller relationships in business markets. Journal of Marketing Research, 36(4), 439–460.

Capraro, A., & Srivastava, R. (1997). Has the influence of financial performance on reputation measures been overstated? Corporate Reputation Review, 1(1), 86–93.

Capron, L., & Hulland, J. (1999). Redeployment of brands, sales forces, and general marketing management expertise following horizontal acquisitions: A resource-based view. Journal of Marketing, 63(2), 41–54.

Castanias, R., & Helfat, C. (1991). Managerial resources and rents. Journal of Management, 17(1), 155–171.

Central Intelligence Agency. (2012). The World Factbook: USA. Retrieved November 18, 2012 from https://www.cia.gov/library/publications/the-world-factbook/geos/us.html.

Collis, D. J., & Montgomery, C. A. (2008). Competing on resources. Harvard Business Review, 86(7/8), 140–150.

Crook, T., Ketchen, D., Combs, J., & Todd, S. (2008). Strategic resources and performance: A meta-analysis. Strategic Management Journal, 29(11), 1141–1154.

Cui, G., & Lui, H. (2005). Order of entry and performance of multinational corporations in an emerging market: A contingent resource perspective. Journal of International Marketing, 13(4), 28–56.

Das, T., & Teng, B. (2000). A resource-based theory of strategic alliances. Journal of Management, 26(1), 31–61.

Day, G. (1994). The capabilities of market-driven organizations. Journal of Marketing, 58(4), 37–52.

Day, G. (2011). Closing the marketing capabilities gap. Journal of Marketing, 75(4), 183–195.

Dutta, S., Narasimhan, O., & Rajiv, S. (1999). Success in high-technology markets: Is marketing capability critical? Marketing Science, 18(4), 547–568.

Dyer, J., & Singh, H. (1998). The relational view: Cooperative strategy and sources of interorganizational competitive advantage. Academy of Management Review, 23(4), 660–679.

Eisenhardt, K. (1989). Agency theory: An assessment and review. Academy of Management Review, 14(1), 57–74.

Eisenhardt, K., & Martin, J. (2000). Dynamic capabilities: What are they? Strategic Management Journal, 21(10/11), 1105–1121.

Evanschitzky, H. (2007). Market orientation of service networks: Direct and indirect effects on sustained competitive advantage. Journal of Strategic Marketing, 15(4), 349–368.

Fang, E., Palmatier, R., & Grewal, R. (2011). Effects of customer and innovation asset configuration strategies on firm performance. Journal of Marketing Research, 48(3), 587–602.

Gao, G., Yigang, P., Tse, D., & Yim, C. (2006). Market share performance of foreign and domestic brands in China. Journal of International Marketing, 14(2), 32–51.

Golder, P. (2000). Historical method in marketing research with new evidence on long-term market share stability. Journal of Marketing Research, 37(2), 156–172.

Grönroos, C. (1999). Relationship marketing challenges for the organization. Journal of Business Research, 46(3), 327–335.

Gupta, S., Lehmann, D., & Stuart, J. (2004). Valuing customers. Journal of Marketing Research, 41(2), 7–18.

Harmancioglu, N., Droge, C., & Calantone, R. (2009). Strategic fit to resources versus NPD execution proficiencies: What are their roles in determining success? Journal of the Academy of Marketing Science, 37(3), 266–282.

Heide, J. (1994). Interorganizational governance in marketing channels. Journal of Marketing, 58(1), 71–85.

Heide, J., & Wathne, K. (2006). Friends, businesspeople, and relationship roles: A conceptual framework and a research agenda. Journal of Marketing, 70(3), 90–103.

Helfat, C. E., & Peteraf, M. A. (2003). The dynamic resource–based view: Capability lifecycles. Strategic Management Journal, 24(10), 997–1010.

Homburg, C., & Bucerius, M. (2005). A marketing perspective on mergers and acquisitions: How marketing integration affects postmerger performance. Journal of Marketing, 69(1), 95–113.

Hooley, G., Greenley, G., Fahy, J., & Cadogan, J. (2005). Market-focused resources, competitive positioning and firm performance. Journal of Marketing Management, 17(5/6), 503–520.

Hughes, M., Martin, S., Morgan, R., & Robson, M. (2010). Realizing product-market advantage in high-technology international new ventures: The mediating role of ambidextrous innovation. Journal of International Marketing, 18(4), 1–21.

Hult, G. T. M., & Ketchen, D. J. (2001). Does market orientation matter?: A test of the relationship between positional advantage and performance. Strategic Management Journal, 22(9), 899–906.

Hult, G. T. M., Ketchen, D. J., & Slater, S. F. (2005). Market orientation and performance: An integration of disparate approaches. Strategic Management Journal, 26(12), 1173–1181.

Hult, G. T. M., Ketchen, D. J., & Arrfelt, M. (2007). Strategic supply chain management: Improving performance through a culture of competitiveness and knowledge development. Strategic Management Journal, 28(10), 1035–1052.

Hunt, S. (1997). Resource-advantage theory: An evolutionary theory of competitive firm behavior? Journal of Economic Issues, 31(1), 59–77.

Hunt, S. (2002). Foundations of marketing theory: Toward a general theory of marketing. Armonk, NY: M.E. Sharpe.

Hunt, S. (2007). Synthesising resource-based, evolutionary and neoclassical thought. In N. Foss & P. Robertson (Eds.), Resources, Technology, and Strategy (pp. 53-79). London, UK: Routledge.

Hunt, S., & Davis, D. (2008). Grounding supply chain management in resource-advantage theory. Journal of Supply Chain Management, 44(1), 10–21.

Hunt, S., & Morgan, R. (1995). The comparative advantage theory of competition. Journal of Marketing, 59(4), 1–15.

Hupman, R., & Zaichkowsky, J. (1995). Brand imitation and the consumer: An ethical perspective. European Advances in Consumer Research, 2, 418–424.

Jap, S. (1999). Pie-expansion efforts: Collaboration processes in buyer-supplier relationships. Journal of Marketing Research, 36(4), 461–475.

Jap, S. (2001). Perspectives on joint competitive advantages in buyer–supplier relationships. International Journal of Research in Marketing, 18(1), 19–35.

Jap, S., & Ganesan, S. (2000). Control mechanisms and the relationship life cycle: Implications for safeguarding specific investments and developing commitment. Journal of Marketing Research, 37(May), 227–245.

Jean, R., Sinkovics, R., & Kim, D. (2010). Drivers and performance outcomes of relationship learning for suppliers in cross-border customer–supplier relationships: The role of communication culture. Journal of International Marketing, 18(1), 63–85.

Kaleka, A. (2011). When exporting manufacturers compete on the basis of service: Resources and marketing capabilities driving service advantage and performance. Journal of International Marketing, 19(1), 40–58.

King, S., & Burgess, T. (2008). Understanding success and failure in customer relationship management. Industrial Marketing Management, 37(4), 421–431.

Kotler, P. (1972). A generic concept of marketing. Journal of Marketing, 36(2), 46–54.

Kotler, P., & Keller, K. L. (2011). Marketing management. Upper Saddle River, NJ: Pearson Prentice Hall.

Lages, L. F., Silva, G., & Styles, C. (2009). Relationship capabilities, quality, and innovation as determinants of export performance. Journal of International Marketing, 17(4), 47–70.

Landler, M., & Barbaro, M. (2006). International business; No, not always. New York Times, 8(2), A1–A3.

Lee, R., & Grewal, R. (2004). Strategic responses to new technologies and their impact on firm performance. Journal of Marketing, 68(4), 157–171.

Li, T., & Calantone, R. (1998). The impact of market knowledge competence on new product advantage: Conceptualization and empirical examination. Journal of Marketing, 62(4), 13–29.

Lippman, S., & Rumelt, R. (1982). Uncertain imitability: An analysis of interfirm differences in efficiency under competition. Bell Journal of Economics, 13(2), 418–438.

Lockett, A., & Thompson, S. (2001). The resource-based view and economics. Journal of Management, 27, 723–754.

Luo, X., Griffith, D., Liu, S., & Shi, Y. (2004). The effects of customer relationships and social capital on firm performance: A Chinese business illustration. Journal of International Marketing, 12(4), 25–45.

Lusch, R., & Harvey, M. (1994). Opinion: the case for and off-balance sheet controller. Sloan Management Review, 35(Winter), 101–105.

Mahoney, J., & Pandian, R. (1992). The resource-based view within the conversation of strategic management. Strategic Management Journal, 13(5), 363–380.

Makadok, R. (1999). Interfirm differences in scale economies and the evolution of market shares. Strategic Management Journal, 20(10), 935–952.

Makadok, R. (2001). Toward a synthesis of the resource–based and dynamic–capability views of rent creation. Strategic Management Journal, 22(5), 387–401.

Menguc, B., & Auh, S. (2006). Creating a firm-level dynamic capability through capitalizing on market orientation and innovativeness. Journal of the Academy of Marketing Science, 34(1), 63–73.

Merrilees, B., Rundle-Thiele, S., & Lye, A. (2011). Marketing capabilities: Antecedents and implications for B2B SME performance. Industrial Marketing Management, 40(3), 368–375.

Moorman, C., & Slotegraaf, R. (1999). The contingency value of complementary capabilities in product development. Journal of Marketing Research, 36(2), 239–257.

Morgan, N., Slotegraaf, R., & Vorhies, D. (2009). Linking marketing capabilities with profit growth. International Journal of Research in Marketing, 26(4), 284–293.

Orr, L., Bush, V., & Vorhies, D. (2011). Leveraging firm-level marketing capabilities with marketing employee development. Journal of Business Research, 64(10), 1074–1081.

Ouyang, H. (2009). Fundamental issues in capabilities research. European Journal of Management, 9(4), 209–227.

Palmatier, R. (2008). Interfirm relational drivers of customer value. Journal of Marketing, 72(4), 76–89.

Palmatier, R., Dant, R., Grewal, D., & Evans, K. (2006). Factors influencing the effectiveness of relationship marketing: A meta-analysis. Journal of Marketing, 70(4), 136–153.

Palmatier, R., Dant, R., & Grewal, D. (2007). A comparative longitudinal analysis of theoretical perspectives of interorganizational relationship performance. Journal of Marketing, 71(4), 172–194.

Palmatier, R., Houston, M., Dant, R., & Grewal, D., (2013). Relationship velocity: Toward a theory of relationship dynamics. Journal of Marketing, 77(1), 13–30.

Payne, A., & Frow, P. (2005). A strategic framework for customer relationship management. Journal of Marketing, 69(4), 167–176.

Penrose, E. (1959). The theory of the growth of the firm. Oxford, UK: Blackwell.

Peteraf, M. (1993). The cornerstones of competitive advantage: A resource-based view. Strategic Management Journal, 14(3), 179–191.

Peteraf, M., & Barney, J. (2003). Unraveling the resource-based tangle. Managerial and Decision Economics, 24(4), 309–323.

Pfeffer, J., & Salancik, G. (1978). The external control of organizations: A resource dependence perspective. New York: Harper & Row.

Porter, M. (1979). How competitive forces shape strategy. Harvard Business Review, 57(2), 137–145.

Priem, R., & Butler, J. (2001a). Is the resource-based “view” a useful perspective for strategic management research? Academy of Management Review, 26(1), 22–40.

Priem, R., & Butler, J. (2001b). Tautology in the resource-based view and the implications of externally determined resource value: Further comments. Academy of Management Review, 26(1), 57–66.

Ramaswami, S., Srivastava, R., & Bhargava, M. (2009). Market-based capabilities and financial performance of firms: Insights into marketing’s contribution to firm value. Journal of the Academy of Marketing Science, 37(2), 97–116.

Reinartz, W., & Kumar, V. (2003). The impact of customer relationship characteristics on profitable lifetime duration. Journal of Marketing, 67(1), 77–99.

Richey, G., Tokman, M., & Dalela, V. (2010). Examining collaborative supply chain service technologies: A study of intensity, relationships, and resources. Journal of the Academy of Marketing Science, 38(1), 71–89.

Ring, P. S., & Van de Ven, A. H. (1994). Developmental processes of cooperative interorganizational relationships. Academy of Management Review, 19(1), 90–118.

Ruiz-Ortega, M., & García-Villaverde, P. (2008). Capabilities and competitive tactics influences on performance: Implications of the moment of entry. Journal of Business Research, 61(4), 332–345.

Rust, R., Lemon, K., & Zeithaml, V. (2004). Return on marketing: Using customer equity to focus marketing strategy. Journal of Marketing, 68(1), 109–127.

Samaha, S., Palmatier, R., & Dant, R. (2011). Poisoning relationships: Perceived unfairness in channels of distribution. Journal of Marketing, 75(3), 99–117.

Schmalensee, R. (1985). Do markets differ much? American Economic Review, 75, 341–351.

Slotegraaf, R., & Dickson, P. (2004). The paradox of a marketing planning capability. Journal of the Academy of Marketing Science, 32(4), 371–385.

Slotegraaf, R., Moorman, C., & Inman, J. (2003). The role of firm resources in returns to market deployment. Journal of Marketing Research, 40(3), 295–309.

Song, M., Di Benedetto, C., & Mason, R. (2007). Capabilities and financial performance: The moderating effect of strategic type. Journal of the Academy of Marketing Science, 35(1), 18–34.

Srinivasan, R., Lilien, G., & Rangaswamy, A. (2002). Technological opportunism and radical technology adoption: An application to e-business. Journal of Marketing, 66(3), 47–60.

Srivastava, M., & Gnyawali, D. (2011). When do relational resources matter? Leveraging portfolio technological resources for breakthrough innovation. Academy of Management Journal, 54(4), 797–810.

Srivastava, R., Shervani, T., & Fahey, L. (1998). Market-based assets and shareholder value: A framework for analysis. Journal of Marketing, 62(1), 2–18.

Srivastava, R., Fahey, L., & Christensen, H. (2001). The resource-based view and marketing: The role of market-based assets in gaining competitive advantage. Journal of Management, 27(6), 777–802.

Teece, D. (1982). Towards an economic theory of the multi-product firm. Journal of Economic Behavior and Organization, 3, 39–63.

Teece, D. (2007). Explicating dynamic capabilities: The nature and microfoundations of (sustainable) enterprise performance. Strategic Management Journal, 28(13), 1319–1350.

Teece, D., Pisano, G., & Shuen, A. (1997). Dynamic capabilities and strategic management. Strategic Management Journal, 18(7), 509–533.

van Riel, A., de Mortanges, P., & Streukens, S. (2005). Marketing antecedents of industrial brand equity: An empirical investigation in specialty chemicals. Industrial Marketing Management, 34(8), 841–847.

Verhoef, P., Franses, P., & Hoekstra, J. (2001). The impact of satisfaction and payment equity on cross-buying: Dynamic model for a multi-service provider. Journal of Retailing, 77(3), 359–379.

Vorhies, D., & Morgan, N. (2005). Benchmarking marketing capabilities for sustainable competitive advantage. Journal of Marketing, 69(1), 80–94.

Wernerfelt, B. (1984). A resource-based view of the firm. Strategic Management Journal, 5(2), 171–180.

Williamson, O. E. (1975). Markets and hierarchies. Analysis and antitrust implications. New York: Free Press.

Williamson, O. E. (1985). The economic institutions of capitalism. New York: Free Press.

Williamson, O. E. (1991). Strategizing, economizing, and economic organization. Strategic Management Journal, 12(S2), 75–94.

Zou, S., Fang, E., & Zhao, S. (2003). The effect of export marketing capabilities on export performance: An investigation of Chinese exporters. Journal of International Marketing, 11(4), 32–55.

Titel: Resource-based theory in marketing
verfasst von: Irina V. Kozlenkova
Stephen A. Samaha
Robert W. Palmatier
Publikationsdatum: 01.01.2014
Verlag: Springer US
Erschienen in: Journal of the Academy of Marketing Science / Ausgabe 1/2014
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI: https://doi.org/10.1007/s11747-013-0336-7

Springer Professional

Abstract

Bitte loggen Sie sich ein, um Zugang zu Ihrer Lizenz zu erhalten.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Springer Professional "Wirtschaft"

Weitere Artikel der Ausgabe 1/2014

When bad gets worse: the amplifying effect of materialism on traumatic stress and maladaptive consumption

An outside-in approach to resource-based theories

On the role of the RBV in marketing

The influence of organic organizational cultures, market responsiveness, and product strategy on firm performance in an emerging market

How marketing scholars might help address issues in resource-based theory

The curvilinear and conditional effects of product line breadth on salesperson performance, role stress, and job satisfaction