Business Commons^™

The Resource-Based View And Marketing: The Role Of Market-Based Assets In Gaining Competitive Advantage, Rajendra Kumar Srivastava, Liam Fahey, H. Kurt Christensen

Research Collection Lee Kong Chian School Of Business

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 resource-based view (RBV) and marketing considerations in the context of generating and sustaining customer value can refine and extend each other's traditional frames of analysis. Finally, the article posits a set of research directions designed to enable scholars …