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On the role of the RBV in marketing

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Abstract

This short note contains some reflections on the relationship between the resource-based view of the firm (RBV) and marketing. I focus on the main proposition of the RBV—that a firm should focus on what it can do better than others—and argue that it has implications for almost all marketing activities and that much thinking in the field already is consistent with it.

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Notes

  1. As of early 2013, Wernerfelt (1984) has 15K Google Scholar citations, Prahalad and Hamel (1990) has 18K, Barney (1991) has 27K, and Teece et al. (1997) has 15K.

  2. For more details on my perspective on the RBV and background for the present article, the reader is referred to Wernerfelt (1984, 1994, 1995, 2011, 2013).

References

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Authors and Affiliations

  1. MIT Sloan, Cambridge, MA, 02142, USA

    Birger Wernerfelt

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  1. Birger Wernerfelt
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Correspondence to Birger Wernerfelt.

Additional information

I am grateful to Tomas Hult for suggesting that I write this note.

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Wernerfelt, B. On the role of the RBV in marketing. J. of the Acad. Mark. Sci. 42, 22–23 (2014). https://doi.org/10.1007/s11747-013-0335-8

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  • DOI: https://doi.org/10.1007/s11747-013-0335-8

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