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    Marketing resources, performance, and competitive advantage: A review and future research directions

    239945.pdf (120.2Kb)
    Access Status
    Open access
    Authors
    Davcik, N.
    Sharma, Piyush
    Date
    2016
    Type
    Journal Article
    
    Metadata
    Show full item record
    Citation
    Davcik, N. and Sharma, P. 2016. Marketing resources, performance, and competitive advantage: A review and future research directions. Journal of Business Research. 69 (12): pp. 5547-5552.
    Source Title
    Journal of Business Research
    DOI
    10.1016/j.jbusres.2016.04.169
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/31514
    Collection
    • Curtin Research Publications
    Abstract

    Marketing scholars and practitioners recognize marketing resources as crucial drivers in the process by which firms develop their competitive advantages and achieve higher levels of performance. However, there is little agreement in the literature on what constitutes marketing resources or how these influence brand or firm performance. In this editorial article, the co-editors of this special issue identify and describe three distinct research streams related to marketing resources and performance, namely relation to firm/brand environment, marketing as an organizational function and marketing resource deployment. Next, they discuss the theoretical frameworks and contributions of the seminal research articles as well as the papers included in this special issue that represent these three themes. Finally, this editorial identifies some open questions and future research directions in this important research area.

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