Competitive Marketing Strategies Decision-Making Based on Marketing Resources and Capabilities: Evidence from the Hospitality Industry in Taiwan

Abstract

This study attempts to identify specific resources and capabilities of tourist hotel by developing an evaluation framework of marketing strategy on the grounds of the resource-based view (RBV) and competitive advantage. Due to the complexity and difficulty of allocated specific resources and capabilities, selecting a competitive marketing strategy is a kind of multiple criteria decision-making (MCDM) problem. The analytic network process (ANP) method is a relatively new MCDM approach to overcoming the independent restrictions in traditional MCDM methods. This empirical study affirms that the differentiation strategy is the best competitive marketing strategy because it focuses on the allocation of specific and limited resources and capabilities toward sustainable competitive advantage. The results of this study also suggest that practitioners increase their ability to concentrate on different aspects in their decision-making process to capture synergy.