Critical Analysis Essay examples

12380 Words Dec 1st, 2011 50 Pages
Fahy, Smithee / Strategic Marketing and the Resource Based View of the Firm

Strategic Marketing and the Resource Based View of the Firm
John Fahy University of Limerick Alan Smithee Alloa Metropolitian University
John Fahy is Professor of Marketing, Dept. of Management & Marketing, University of Limerick, Limerick, Ireland 353-61-213126 (office), 353-61-338171 (fax) John.Fahy@ul.ie. Alan Smithee is Senior Lecturer in Marketing, Alloa Metropolitian University, Alloa, Scotland. Please address all correspondence to the first author.

EXECUTIVE SUMMARY The resource-based view of the firm (RBV) is one of the latest strategic management concepts to be enthusiastically embraced by marketing scholars. This paper argues that the RBV holds
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The paper concludes by noting some important conceptual and methodological issues that need to be addressed by future research adopting the RBV perspective.

Academy of Marketing Science Review Volume 1999 no.10 Available: http://www.amsreview.org/articles/fahy10-1999.pdf Copyright © 1999 – Academy of Marketing Science.

Fahy, Smithee / Strategic Marketing and the Resource Based View of the Firm

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Strategic Marketing and the Resource Based View of the Firm
Discourse in the field of strategic marketing has drawn heavily on ideas and concepts from strategic management. As both fields of study are concerned with issues affecting the relationship between the organisation and its environment, strategic management provides a context for the marketing process (Brownlie 1989). And it has also provided several frameworks and conceptual tools ranging from the industry analysis techniques popularised by Porter (1980) to the popular portfolio matrices which were developed by US management consulting firms. Of course, the direction of influence has been by no means one way. The customer-focused philosophy of marketing and concepts such as segmentation, positioning and the product-life cycle have also influenced thinking in strategic management (Biggadike 1981; Day 1992; Schendel 1985). One of the latest concepts in strategic management that is beginning to be

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