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Marketing resources, performance, and competitive advantage: A review and future research directions

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  • Davcik, Nebojsa S.
  • Sharma, Piyush

Abstract

Marketing scholars and practitioners recognize marketing resources as crucial drivers in the process by which firms develop their competitive advantages and achieve higher levels of performance. However, there is little agreement in the literature on what constitutes marketing resources or how these influence brand or firm performance. In this editorial article, the co-editors of this special issue identify and describe three distinct research streams related to marketing resources and performance, namely relation to firm/brand environment, marketing as an organizational function and marketing resource deployment. Next, they discuss the theoretical frameworks and contributions of the seminal research articles as well as the papers included in this special issue that represent these three themes. Finally, this editorial identifies some open questions and future research directions in this important research area.

Suggested Citation

  • Davcik, Nebojsa S. & Sharma, Piyush, 2016. "Marketing resources, performance, and competitive advantage: A review and future research directions," Journal of Business Research, Elsevier, vol. 69(12), pages 5547-5552.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:12:p:5547-5552
    DOI: 10.1016/j.jbusres.2016.04.169
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    8. Appiah-Nimo Christina & Chovancová Miloslava, 2020. "Improving firm sustainable performance: the role of market orientation," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 14(1), pages 780-787, July.
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    14. Mercy Wanjiru Ngundo & Wanjiku Ng’ang’a Kinyanju & Julius Kahuthia Mwangi, 2020. "Marketing Strategies, Competitive Strategies and Organization Performance of Media Houses in Kenya," International Journal of Research and Scientific Innovation, International Journal of Research and Scientific Innovation (IJRSI), vol. 7(7), pages 177-186, July.
    15. Saeed Tajdini, 2023. "The effects of internet search intensity for products on companies’ stock returns: a competitive intelligence perspective," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(3), pages 352-365, September.
    16. Antonia Mohedano-Suanes & María-Ángeles Revilla-Camacho & Dolores Garzón, 2021. "Innovation orientation and long-term performance: The mediating role of market perception capability," International Entrepreneurship and Management Journal, Springer, vol. 17(2), pages 741-757, June.
    17. Hu, Qilin & Hughes, Mathew (Mat) & Hughes, Paul, 2022. "Family-unique resources, marketing resources, and family owners’ willingness to pursue radical innovation: A model and test," Journal of Business Research, Elsevier, vol. 146(C), pages 264-276.
    18. Hongjia Ma & Qing Sun & Yang Gao & Yuan Gao, 2019. "Resource Integration, Reconfiguration, and Sustainable Competitive Advantages: The Differences between Traditional and Emerging Industries," Sustainability, MDPI, vol. 11(2), pages 1-20, January.
    19. Kirova, Valentina, 2023. "The wind of change: A dynamic managerial capabilities perspective on the role of marketing managers as strategic change agents," Journal of Business Research, Elsevier, vol. 160(C).
    20. Davcik, Nebojsa S. & Cardinali, Silvio & Sharma, Piyush & Cedrola, Elena, 2021. "Exploring the role of international R&D activities in the impact of technological and marketing capabilities on SMEs’ performance," Journal of Business Research, Elsevier, vol. 128(C), pages 650-660.
    21. Agnihotri, Arpita & Bhattacharya, Saurabh & Jafari-Sadeghi, Vahid, 2023. "Combatting global disruption through tertius iungens orientation of CEOs: A moderated-mediated mechanism," Journal of International Management, Elsevier, vol. 29(5).
    22. Qian, Yang & Ling, Haifeng & Meng, Xiangrui & Jiang, Yuanchun & Chai, Yidong & Liu, Yezheng, 2024. "Voice of the Professional: Acquiring competitive intelligence from large-scale professional generated contents," Journal of Business Research, Elsevier, vol. 180(C).
    23. Younghoon Lee, 2022. "Identifying Competitive Attributes Based on an Ensemble of Explainable Artificial Intelligence," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 64(4), pages 407-419, August.

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