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

Ramaswami, S N and Bhargava, M and Srivastava, R K (2004) Market-based Assets and Capabilities, Business Processes, and Financial Performance. Technical Report. Marketing Science Institute.

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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.

Item Type: Monograph (Technical Report)
Additional Information: The research paper was published by the author with the affiliation of Emory University.
Subjects: Marketing
Date Deposited: 07 May 2019 17:36
Last Modified: 07 May 2019 17:36

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