Marketing resources, performance, and competitive advantage: a review and future research directions

Detalhes bibliográficos
Autor(a) principal: Davcik, N.
Data de Publicação: 2016
Outros Autores: Sharma, P.
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10071/12273
Resumo: Marketing scholars and practitioners recognize marketing resources as crucial drivers in the process by which firms develop their competitive advantages and achieve higher levels of performance. However, there is little agreement in the literature on what constitutes marketing resources or how these influence brand or firm performance. In this editorial article, the co-editors of this special issue identify and describe three distinct research streams related to marketing resources and performance, namely relation to firm/brand environment, marketing as an organizational function and marketing resource deployment. Next, they discuss the theoretical frameworks and contributions of the seminal research articles as well as the papers included in this special issue that represent these three themes. Finally, this editorial identifies some open questions and future research directions in this important research area.
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spelling Marketing resources, performance, and competitive advantage: a review and future research directionsMarketingResourcesPerformanceMarketing scholars and practitioners recognize marketing resources as crucial drivers in the process by which firms develop their competitive advantages and achieve higher levels of performance. However, there is little agreement in the literature on what constitutes marketing resources or how these influence brand or firm performance. In this editorial article, the co-editors of this special issue identify and describe three distinct research streams related to marketing resources and performance, namely relation to firm/brand environment, marketing as an organizational function and marketing resource deployment. Next, they discuss the theoretical frameworks and contributions of the seminal research articles as well as the papers included in this special issue that represent these three themes. Finally, this editorial identifies some open questions and future research directions in this important research area.Elsevier Science, Inc2016-12-15T11:53:55Z2016-01-01T00:00:00Z20162019-03-28T14:42:41Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10071/12273eng0148-296310.1016/j.jbusres.2016.04.169Davcik, N.Sharma, P.info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:27:12Zoai:repositorio.iscte-iul.pt:10071/12273Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:12:08.506339Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Marketing resources, performance, and competitive advantage: a review and future research directions
title Marketing resources, performance, and competitive advantage: a review and future research directions
spellingShingle Marketing resources, performance, and competitive advantage: a review and future research directions
Davcik, N.
Marketing
Resources
Performance
title_short Marketing resources, performance, and competitive advantage: a review and future research directions
title_full Marketing resources, performance, and competitive advantage: a review and future research directions
title_fullStr Marketing resources, performance, and competitive advantage: a review and future research directions
title_full_unstemmed Marketing resources, performance, and competitive advantage: a review and future research directions
title_sort Marketing resources, performance, and competitive advantage: a review and future research directions
author Davcik, N.
author_facet Davcik, N.
Sharma, P.
author_role author
author2 Sharma, P.
author2_role author
dc.contributor.author.fl_str_mv Davcik, N.
Sharma, P.
dc.subject.por.fl_str_mv Marketing
Resources
Performance
topic Marketing
Resources
Performance
description Marketing scholars and practitioners recognize marketing resources as crucial drivers in the process by which firms develop their competitive advantages and achieve higher levels of performance. However, there is little agreement in the literature on what constitutes marketing resources or how these influence brand or firm performance. In this editorial article, the co-editors of this special issue identify and describe three distinct research streams related to marketing resources and performance, namely relation to firm/brand environment, marketing as an organizational function and marketing resource deployment. Next, they discuss the theoretical frameworks and contributions of the seminal research articles as well as the papers included in this special issue that represent these three themes. Finally, this editorial identifies some open questions and future research directions in this important research area.
publishDate 2016
dc.date.none.fl_str_mv 2016-12-15T11:53:55Z
2016-01-01T00:00:00Z
2016
2019-03-28T14:42:41Z
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10.1016/j.jbusres.2016.04.169
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dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Elsevier Science, Inc
publisher.none.fl_str_mv Elsevier Science, Inc
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