Theoretical Underpinnings behind Resource Based View: A Marketing Perspective

Qamar Ali; Afzal Hussain; Muhammad Farooq Jamal

Theoretical Underpinnings behind Resource Based View:A Marketing Perspective

Qamar Ali ¹, Afzal Hussain ², Muhammad Farooq Jamal ³

Affiliations
1 Business Administration Unit at Government College University, Faisalabad, Pakistan
2 Department of Business Administration, Government College University, Faisalabad, Pakistan
3 Department of Management Sciences, National Textile University, Faisalabad, Pakistan

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There is enormous discussion on resource based view (RBV), scattered in the literature of strategic management. The purpose of this article is to establish a sequence of the study of RBV in a simplified and comprehensive way and to highlight the linkage between marketing and RBV. The ischolar_mains and basic assumptions of RBV are explored in this article, along with a discussion on the construct of RBV. Moreover, this article highlights the significance of RBV in marketing research. Finally, it reinforces some useful areas of relevance for future research in this domain.