The New MO-MO VARI-SACs Framework: Marketing Strategy and Sustainable Competitive Advantage

Venaik Sunil

No WP2002-07-01, IIMA Working Papers from Indian Institute of Management Ahmedabad, Research and Publication Department

Abstract: The concept of sustainable competitive advantage (SCA) originated in the strategic management literature, in particular, the literature on the resource-based view (RBV) of the firm. Barney argued that to gain sustainable competitive advantage, firms must possess resources and capabilities that have four essential characteristics, namely, valuable, rare, inimitable and non-substitutable. Although the focus of marketing is to gain competitive advantage in the marketplace, there has been little formal and systematic examination of how the marketing mix strategy can be a source of SCA for the firm. The objective of this paper is to study the sources of SCA from the perspective of the firms marketing strategy. The aim is to develop an integrated framework that links the elements of the global marketing mix with the strategic management concept of SCA and the resource characteristics of valuable, appropriable, rare and inimitable.

Date: 2002-07-01
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