On the role of the RBV in marketing
Name
Wernerfelt_ON THE ROLE OF THE RBV IN MARKETING.pdf
Size
25.71 KB
Format
Adobe PDF
Checksum (MD5)
26386154dd3bc78d216ab5ba7984c514
Author(s)
Wernerfelt, Birger
Date Issued
April 2013
Journal
Journal of the Academy of Marketing Science
Publisher
Springer-Verlag
Citation
Wernerfelt, Birger. “On the Role of the RBV in Marketing.” J. of the Acad. Mark. Sci. 42, no. 1 (January 2014): 22–23.
Version
Author's final manuscript
Abstract
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 activities and that much thinking in the field already is consistent with it.
MIT Department
Sloan School of Management
Terms of Use
Creative Commons Attribution-Noncommercial-Share Alike
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DOI of Published Version
https://doi.org/10.1007/s11747-013-0335-8
