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Resource Advantage theory provides a normative and positive view of competition and serves as a more realistic approach to competition. As marketing enters Era V, some scholars note the lack of impact by marketing on other business-related disciplines. We address this lack of impact by teaching Resource Advantage theory to frame decision making related to both strategy and tactics in our Principles of Marketing course. Like most higher education institutions, this course serves as a graduation requirement for all business-related majors. We provide a discussion for other marketing instructors to replicate our effort in this specific course as well as in an upper division marketing course.

Teaching R-A theory to develop future business practitioners’ decision making skills