Marketing resources, performance, and competitive advantage: A review and future research directions

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Marketing resources, performance, and competitive advantage: A review and future research directions

Marketing scholars and practitioners recognize marketing resources as crucial drivers in the process by which firms develop their competitive advantages and achieve higher levels of performance. However, there is little agreement in the literature on what constitutes marketing resources or how these...

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Bibliographic Details
Main Authors:	Davcik, N., Sharma, Piyush
Format:	Journal Article
Published:	Elsevier 2016
Online Access:	http://hdl.handle.net/20.500.11937/31514

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