The resource-based view and marketing: The role of market-based assets in gaining competitive advantage
Abstract
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...
Paper Details
Title
The resource-based view and marketing: The role of market-based assets in gaining competitive advantage
Published Date
Dec 1, 2001
Journal
Volume
27
Issue
6
Pages
777 - 802
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Notes
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