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...

positive. The features that characterize rural women’s work — labour intensity, local materials and local markets — also constrain product diversification and market expansion. Other constraints include lack of field-tested appropriate technology, interference by men in the use of capital reserves, lack of infrastructure and transportation, lack of managerial skills, direct and indirect competi...

Based on data from firms in the personal computer industry, we study the effect of new product introductions on three key drivers of firm value: profit rate, profit-rate persistence, and firm size as reflected in asset growth. Consistent with our theoretical development, we find that new product introductions influence profit rate and size; however, we find no effect on profit-rate persistence....

Different shades of World Trade Organization (WTO) agreement on trade-related intellectual property rights (TRIPS) are reflected in the Indian pharmaceutical industry, but small and medium-scale pharmaceutical firms are slowly increasing their product innovation, process innovation and research and development (R&D) intensity. Analysis of variance results highlight a significant difference in p...

Service Digitization is a key means by which organizations derive value from their IT investments. We theorize that Service Digitization consists of two underlying dimensions – Extent of Digitization (EoD) and Range of Digitization (RoD), which present a trade-off scenario for a resource-constrained firm. We examine the firm performance implications of EoD and RoD and identify Human Capital Int...

The adoption of blockchain technology by companies can change the way they interact with stakeholders, redefining communication strategies and other marketing processes. In this study, we investigated relevance applications for management from perspective marketing-related professionals. Answers about application in arena were collected social platform Quora. data analyzed through text mining S...

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In this editorial accompanying the special section on Marketing Science in Emerging Markets (MSEM), we describe how research on emerging markets can contribute to richer theoretical and substantive understanding of markets and marketing. Such research can also aid in providing managerial guidance on how to operate in emerging markets. We conclude with a description of the selection and review p...