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Competitive positioning and the resource based view of the firm.

Hooley, G. J. and Broderick, A. J. and Möller, K. (1998) 'Competitive positioning and the resource based view of the firm.', Journal of strategic marketing., 6 (2). pp. 97-116.


Two apparently contradictory paradigms have come to dominate the strategic management literature over the last decade. The resource-based view (RBV) of the firm seeks to explain sustainable competitive advantage through the rent earning capability of internal scarce resources while the marketing paradigm stresses the need for external market orientation to achieve competitive success. This paper reconciles the two through the concepts of competitive positioning. It develops a hierarchy of marketing resources, assets and capabilities and discusses how these can be deployed to achieve alternative competitive positions. A research agenda is proposed.

Item Type:Article
Keywords:Competitive positioning, Resource-based view of the firm, Marketing capabilities, Marketing assets, Competitive advantage.
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Record Created:28 Jun 2010 16:50
Last Modified:23 Jul 2010 15:01

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