The resource-based view and marketing: The role of market-based assets in gaining competitive advantage
提出一个框架，说明如何通过市场导向或核心业务流程利用市场基础资产和能力，以提供卓越的客户价值和竞争优势，进而提升企业绩效和股东价值，并促进资源基础观与营销的整合。
This article posits a framework that shows how market-based assets and capabilities are leveraged via market-facing or core business processes to deliver superior customer value and competitive advantages. These value elements and competitive advantages can be leveraged to result in superior corporate performance and shareholder value and reinvested to nurture market-based assets and capabilities in the future. The article also illustrates how resource-based view (RBV) and marketing considerations in the context of generating and sustaining customer value can refine and extend each other’s traditional frames of analysis. Finally, the article posits a set of research directions designed to enable scholars to further advance the integration of RBV and marketing from both theory-driven practice management as well as a problem-driven theory development perspectives.