Abstract
Two methods for attaining organisational success include the exploitation of firm resources by adopting the resource based view (RBV) and the development of a market orientation (MO). The ultimate objective of the RBV is to create superior value for the firm by deploying unique and costly to imitate resource bundles for the purpose of exploiting environmental opportunities and neutralising threats (Barney 1991). The MO of a firm differs from the RBV as its objective to create superior value for customers relative to competition (Narver & Slater 1990).
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References
Barney, Jay. 1991. “Firm resources and sustained competitive advantage.” Journal of Management, 17 (1): 99 -120.
Narver, John and Slater, Stanley F. 1990. “The effect of a market orientation on business profitability.” Journal of Marketing. 54(4): 20-35.
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© 2015 Academy of Marketing Science
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Paladino, A., Widing, R., Whitwell, G. (2015). Internal and External Organisational Orientations: Comparing the Resource Based View and Market Orientation. In: Manrai, A., Meadow, H. (eds) Global Perspectives in Marketing for the 21st Century. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17356-6_102
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DOI: https://doi.org/10.1007/978-3-319-17356-6_102
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17355-9
Online ISBN: 978-3-319-17356-6
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