TY - JOUR
T1 - Marketing's contribution to business strategy
T2 - Market orientation, relationship marketing and resource-advantage theory
AU - Hunt, Shelby D.
AU - Lambe, C. Jay
PY - 2000
Y1 - 2000
N2 - Although overlooked to some degree by non-marketing disciplines, the discipline of marketing has contributed significantly to the body of knowledge on business strategy over the last two decades. This paper evaluates these contributions, examines how they complement dominant non-marketing theories of business strategy, and shows how marketing offers a generalized theory of competition that integrates the concepts of both marketing and non-marketing theories of business strategy.
AB - Although overlooked to some degree by non-marketing disciplines, the discipline of marketing has contributed significantly to the body of knowledge on business strategy over the last two decades. This paper evaluates these contributions, examines how they complement dominant non-marketing theories of business strategy, and shows how marketing offers a generalized theory of competition that integrates the concepts of both marketing and non-marketing theories of business strategy.
UR - http://www.scopus.com/inward/record.url?scp=0034371770&partnerID=8YFLogxK
U2 - 10.1111/1468-2370.00029
DO - 10.1111/1468-2370.00029
M3 - Article
AN - SCOPUS:0034371770
SN - 1460-8545
VL - 2
SP - 17
EP - 43
JO - International Journal of Management Reviews
JF - International Journal of Management Reviews
IS - 1
ER -