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

Shelby D. Hunt; Dennis B. Arnett

doi:10.1007/0-387-28181-9_33

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

Shelby D. Hunt, Dennis B. Arnett

Business Administration

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

14 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 language	English
Title of host publication	A Twenty-First Century Guide to Aldersonian Marketing Thought
Publisher	Springer US
Pages	453-471
Number of pages	19
ISBN (Print)	0387261753, 9780387261751
DOIs	https://doi.org/10.1007/0-387-28181-9_33
State	Published - 2006

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10.1007/0-387-28181-9_33

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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.",

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AB - 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.

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

Abstract

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