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On the role of the RBV in marketing
Authors:Birger Wernerfelt
Affiliation:1. MIT Sloan, Cambridge, MA, 02142, USA
Abstract:This short note contains some reflections on the relationship between the resource-based view of the firm (RBV) and marketing. I focus on the main proposition of the RBV—that a firm should focus on what it can do better than others—and argue that it has implications for almost all marketing activities and that much thinking in the field already is consistent with it.
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