Toward a general theory of marketing: Resource-advantage theory as an extension of Alderson's theory of market processes

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

10 Scopus citations

Abstract

Wroe Alderson influenced considerably the development of marketing theory and practice. This article explicates how Alderson's differential advantage theory of competition grounds his theory of market processes. It then shows how resource-advantage (R-A) theory incorporates and extends Alderson's key concepts and generalizations. Consequently, we argue, R-A theory is toward a general theory of marketing.

Original languageEnglish
Title of host publicationA Twenty-First Century Guide to Aldersonian Marketing Thought
PublisherSpringer US
Pages453-471
Number of pages19
ISBN (Print)0387261753, 9780387261751
DOIs
StatePublished - 2006

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