Toward a General Theory of Marketing: Resource-Advantage Theory as an Extension of Alderson’s Theory of Market Processes

Shelby D. Hunt and Dennis B. Arnett
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Shelby D. Hunt: Texas Tech University
Dennis B. Arnett: Texas Tech University

Chapter Chapter 33 in A Twenty-First Century Guide to Aldersonian Marketing Thought, 2006, pp 453-471 from Springer

Abstract: Abstract Wroe Alderson influenced considerably the development of marketing theory and practice. This article explicates how Alderson’s differential advantage theory of competition grounds his theory of market processes. It then shows how resource-advantage (R-A) theory incorporates and extends Alderson’s key concepts and generalizations. Consequently, we argue, R-A theory is toward a general theory of marketing.

Keywords: Comparative Advantage; Market Process; Effective Competition; Perfect Competition; Competitive Intelligence (search for similar items in EconPapers)
Date: 2006
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-0-387-28181-0_33

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DOI: 10.1007/0-387-28181-9_33

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