• DOI:10.1108/08858620410516709
Corpus ID: 55637358

The normative imperatives of business and marketing strategy: grounding strategy in resource‐advantage theory

@article{Hunt2004TheNI,
  title={The normative imperatives of business and marketing strategy: grounding strategy in resource‐advantage theory},
  author={S. Hunt and C. Derozier},
  journal={Journal of Business & Industrial Marketing},
  year={2004},
  volume={19},
  pages={5-22}
}

S. Hunt, C. Derozier

Published 2004

Business

Journal of Business & Industrial Marketing

Determining the strategic thrust of the firm, it may be argued, is the principal task of top management. This task is aided by recent theories of business and marketing strategy, including the normative imperatives based on industry factors, resource factors, competences, market orientation, and relationship marketing. Choosing wisely from among the various theories of strategy requires an accurate understanding of the contexts of competition. This article argues that resource‐advantage theory… CONTINUE READING

View PDF

Save to Library

Create Alert

Cite

Launch Research Feed