Aschalew Degoma Durie

[ 1 ] - The Nexus among Resource Based Theory, Marketing Strategy, and Firm Performance: An Integrated Framework

The purpose of this article is to present the link among resource based theory, marketing strategy, and firms’ performance in order to propose integrative framework showing how the three constructs are linked. It is organized based on a review of academic literature on resource based theory and marketing strategy chronicled in major marketing journals up to December 2015. Besides, the paper ref...