Internal and External Organisational Orientations: Comparing the Resource Based View and Market Orientation

Abstract

Two methods for attaining organisational success include the exploitation of firm resources by adopting the resource based view (RBV) and the development of a market orientation (MO). The ultimate objective of the RBV is to create superior value for the firm by deploying unique and costly to imitate resource bundles for the purpose of exploiting environmental opportunities and neutralising threats (Barney 1991). The MO of a firm differs from the RBV as its objective to create superior value for customers relative to competition (Narver & Slater 1990).