TY - JOUR
T1 - The service-dominant logic and a hierarchy of operant resources
T2 - Developing masterful operant resources and implications for marketing strategy
AU - Madhavaram, Sreedhar
AU - Hunt, Shelby D.
PY - 2008
Y1 - 2008
N2 - Marketing's evolution toward a new dominant logic requires the focus of marketing to be on the intangible, dynamic, operant resources that are at the heart of competitive advantage and performance. First, building on resource-advantage theory's notion of basic resources and higher-order resources, this article proposes a hierarchy of basic, composite, and interconnected operant resources. Second, reviewing research on business strategy and marketing strategy, several resources that correspond to the proposed hierarchy are identified and discussed. Third, the notion of developing masterful operant resources is introduced. Fourth, based on the proposed hierarchy and the notion of masterful operant resources, some exemplars of potential research avenues for marketing strategy are provided. Finally, the article concludes with the discussion of implications for marketing practitioners, researchers, and educators. In sum, this article extends and elaborates the concept of operant resources in the service-dominant logic of marketing.
AB - Marketing's evolution toward a new dominant logic requires the focus of marketing to be on the intangible, dynamic, operant resources that are at the heart of competitive advantage and performance. First, building on resource-advantage theory's notion of basic resources and higher-order resources, this article proposes a hierarchy of basic, composite, and interconnected operant resources. Second, reviewing research on business strategy and marketing strategy, several resources that correspond to the proposed hierarchy are identified and discussed. Third, the notion of developing masterful operant resources is introduced. Fourth, based on the proposed hierarchy and the notion of masterful operant resources, some exemplars of potential research avenues for marketing strategy are provided. Finally, the article concludes with the discussion of implications for marketing practitioners, researchers, and educators. In sum, this article extends and elaborates the concept of operant resources in the service-dominant logic of marketing.
KW - Capabilities
KW - Competences
KW - Hierarchy of operant resources
KW - Marketing strategy
KW - Operant resources
KW - Resource-advantage theory
KW - Service-dominant logic
UR - http://www.scopus.com/inward/record.url?scp=56749133147&partnerID=8YFLogxK
U2 - 10.1007/s11747-007-0063-z
DO - 10.1007/s11747-007-0063-z
M3 - Article
AN - SCOPUS:56749133147
VL - 36
SP - 67
EP - 82
JO - Journal of the Academy of Marketing Science
JF - Journal of the Academy of Marketing Science
SN - 0092-0703
IS - 1
ER -