Wroe Alderson influenced considerably the development of marketing theory and practice. This article explicates how Alderson's differential advantage theory of competition grounds his theory of market processes. It then shows how resource-advantage (R-A) theory incorporates and extends Alderson's key concepts and generalizations. Consequently, we argue, R-A theory is toward a general theory of marketing. © 2006 Springer Science+Business Media, Inc.
CITATION STYLE
Hunt, S. D., & Arnett, D. B. (2006). Toward a general theory of marketing: Resource-advantage theory as an extension of Alderson’s theory of market processes. In A Twenty-First Century Guide to Aldersonian Marketing Thought (pp. 453–471). Springer US. https://doi.org/10.1007/0-387-28181-9_33
Mendeley helps you to discover research relevant for your work.