On the role of the RBV in marketing
This short note contains some reflections on the relationship between the resource-based view of the firm (RBV) and marketing. I focus on the main proposition of the RBV—that a firm should focus on what it can do better than others—and argue that it has implications for almost all marketing activiti...
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| Format: | Article |
| Language: | en_US |
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Springer-Verlag
2014
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| Online Access: | http://hdl.handle.net/1721.1/88123 https://orcid.org/0000-0003-0009-6236 |