TY - JOUR
T1 - The normative imperatives of business and marketing strategy
T2 - Grounding strategy in resource-advantage theory
AU - Hunt, Shelby D.
AU - Derozier, Caroline
PY - 2004
Y1 - 2004
N2 - Determining the strategic thrust of the firm, it may be argued, is the principal task of top management. This task is aided by recent theories of business and marketing strategy, including the normative imperatives based on industry factors, resource factors, competences, market orientation, and relationship marketing. Choosing wisely from among the various theories of strategy requires an accurate understanding of the contexts of competition. This article argues that resource-advantage theory, an evolutionary, disequilibrium-provoking process theory of competition, provides that understanding. That is, resource-advantage theory grounds theories of business and marketing strategy.
AB - Determining the strategic thrust of the firm, it may be argued, is the principal task of top management. This task is aided by recent theories of business and marketing strategy, including the normative imperatives based on industry factors, resource factors, competences, market orientation, and relationship marketing. Choosing wisely from among the various theories of strategy requires an accurate understanding of the contexts of competition. This article argues that resource-advantage theory, an evolutionary, disequilibrium-provoking process theory of competition, provides that understanding. That is, resource-advantage theory grounds theories of business and marketing strategy.
KW - Corporate strategy
KW - Marketing strategy
KW - Relationship marketing
KW - Resource efficiency
UR - http://www.scopus.com/inward/record.url?scp=1542297853&partnerID=8YFLogxK
U2 - 10.1108/08858620410516709
DO - 10.1108/08858620410516709
M3 - Review article
AN - SCOPUS:1542297853
SN - 0885-8624
VL - 19
SP - 5
EP - 22
JO - Journal of Business and Industrial Marketing
JF - Journal of Business and Industrial Marketing
IS - 1
ER -