Competitive Positioning and the Resource Based View of the Firm

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

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.
• Public URL: https://durham-repository.worktribe.com/output/1547779