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Marketing’s contribution to business strategy: market orientation, relationship marketing and resource‐advantage theory
Author(s) -
Hunt Shelby D.,
Lambe C. Jay
Publication year - 2000
Publication title -
international journal of management reviews
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.475
H-Index - 107
eISSN - 1468-2370
pISSN - 1460-8545
DOI - 10.1111/1468-2370.00029
Subject(s) - marketing , marketing strategy , marketing management , business , marketing research , competition (biology) , complement (music) , relationship marketing , business marketing , resource (disambiguation) , return on marketing investment , computer science , ecology , computer network , biochemistry , chemistry , complementation , gene , biology , phenotype
Although overlooked to some degree by non‐marketing disciplines, the discipline of marketing has contributed significantly to the body of knowledge on business strategy over the last two decades. This paper evaluates these contributions, examines how they complement dominant non‐marketing theories of business strategy, and shows how marketing offers a generalized theory of competition that integrates the concepts of both marketing and non‐marketing theories of business strategy.