Resource-based theory in marketing

  title={Resource-based theory in marketing},
  author={Irina V. Kozlenkova and Stephen A. Samaha and Robert W. Palmatier},
  journal={Journal of the Academy of Marketing Science},
The use of resource-based theory (RBT) in marketing research has increased by more than 500% in the past decade, which suggests its importance as a framework for explaining and predicting competitive advantages and performance outcomes. This article provides a comprehensive review of RBT, including a contemporary definitional foundation for relevant terms and assumptions and a synthesis of empirical findings from marketing literature. This multidimensional analysis of RBT also evaluates extant… 
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