Skip to main content

Research Repository

Advanced Search

Competitive Positioning and the Resource Based View of the Firm

Hooley, G.J.; Broderick, A.J.; Möller, K.

Authors

G.J. Hooley

A.J. Broderick

K. Möller



Abstract

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.

Citation

Hooley, G., Broderick, A., & Möller, K. (1998). Competitive Positioning and the Resource Based View of the Firm. Journal of Strategic Marketing, 6(2), 97-116. https://doi.org/10.1080/09652549800000003

Journal Article Type Article
Publication Date Jun 1, 1998
Deposit Date Jun 28, 2010
Journal Journal of Strategic Marketing
Print ISSN 0965-254X
Electronic ISSN 1466-4488
Publisher Taylor and Francis Group
Peer Reviewed Peer Reviewed
Volume 6
Issue 2
Pages 97-116
DOI https://doi.org/10.1080/09652549800000003
Keywords Competitive positioning, Resource-based view of the firm, Marketing capabilities, Marketing assets, Competitive advantage.

You might also like



Downloadable Citations