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01.01.2014 | Commentary | Ausgabe 1/2014

Journal of the Academy of Marketing Science 1/2014

On the role of the RBV in marketing

Zeitschrift:
Journal of the Academy of Marketing Science > Ausgabe 1/2014
Autor:
Birger Wernerfelt
Wichtige Hinweise
I am grateful to Tomas Hult for suggesting that I write this note.

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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Conceptual/Theoretical Paper

Resource-based theory in marketing