Market-based Assets and Capabilities, Business Processes, and Financial Performance

What gives rise to comparative advantage in resources that contribute to improved process performance? What is the role of marketing in building and enhancing these resources?

To examine these questions, Ramaswami, Bhargava, and Srivastava propose a conceptual framework based on resource-based theory and the comparative advantage theory of competition. They seek to show how the marketing function contributes to business performance by bringing market-based assets and capabilities to bear on market-facing business processes (namely, new product development, customer relationship management, and supply chain management) with the aim of creating comparative advantages and superior financial performance.