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Marketing Strategy & Strategic Marketing 

 

 
Strategic Marketing and the Resource Based View of the Firm The resource-based view of the firm (RBV) is one of the latest strategic management concepts to be enthusiastically embraced by marketing scholars. This paper argues that the RBV holds much promise as a framework for understanding strategic marketing issues but cautions that, before it is adopted, it needs to be fully understood. pdf

 

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Status: 27. Februar 2013