Corpus ID: 16366124

Strategic Marketing and the Resource Based View of the Firm

  title={Strategic Marketing and the Resource Based View of the Firm},
  author={J. Fahy and A. Smithee},
  • J. Fahy, A. Smithee
  • Published 1999
  • Business
  • The second part of the paper describes three aspects of strategic marketing likely to benefit from adoption of the resourcebased perspective, namely, strategic analysis, positioning and international marketing strategy. In terms of the former, it is argued that the RBV helps to overcome some of the frequently cited problems of the SWOT framework. Similarly, it contends that understanding a firm’s resource-base is central to effective positioning while applications in the area of international… CONTINUE READING
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