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Strategic Marketing and the Resource Based View of the Firm

The second part of the paper describes three aspects of strategic marketing likely to benefit from adoption of the resourcebased perspective, namely, strategic analysis, positioning and international marketing strategy. In terms of the former, it is argued that the RBV helps to overcome some of the frequently cited problems of the SWOT framework. Similarly, it contends that understanding a firm’s resource-base is central to effective positioning while applications in the area of international marketing highlight important differences between firm-specific and country-specific resources. The paper concludes by noting some important conceptual and methodological issues that need to be addressed by future research adopting the RBV perspective.