Commentary on Shelby Hunt’s “The theoretical foundations of strategic marketing and marketing strategy: foundational premises, R-A theory, three fundamental strategies, and societal welfare”

Abstract

Resource-Advantage theory has been an important addition to the marketing literature generally, and the marketing strategy literature in particular. Twenty years after its introduction, this paper explores R-A theory in the context of marketing strategy research and considers three main issues. First, while R-A theory has clearly been impactful, why it has not been relatively more impactful. Second, it identifies and elaborates on some important marketing strategy phenomena and questions that have not been explicitly addressed by R-A theory. Third, it offers some suggestions for the further development of R-A theory.