Affiliation:
1. J.B. Hoskins & P.W. Horn Professor of Marketing, Texas Tech University.
2. College of Commerce & Business Administration, University of Alabama.
Abstract
Deligönül and çavuşgil (1997) conduct a paradigm-level analysis of resource-advantage (R-A) theory. They argue that (1) Hunt and Morgan (1995) offer resource-advantage theory as a replacement for perfect competition theory, (2) a successful challenger to any theory must come from a new paradigm, (3) but both perfect competition and R-A theory come from the same paradigm. Therefore, (4) the replacement thesis is dubious. We evaluate their argument.
Subject
Marketing,Business and International Management
Cited by
77 articles.
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