Teaching R-A Theory to Develop Future Business Practitioners’ Decision Making Skills
Journal of marketing theory and practice(2021)
Abstract
Resource Advantage theory provides a normative and positive view of competition and serves as a more realistic approach to competition. As marketing enters Era V, some scholars note the lack of impact by marketing on other business-related disciplines. We address this lack of impact by teaching Resource Advantage theory to frame decision making related to both strategy and tactics in our Principles of Marketing course. Like most higher education institutions, this course serves as a graduation requirement for all business-related majors. We provide a discussion for other marketing instructors to replicate our effort in this specific course as well as in an upper division marketing course.
MoreTranslated text
AI Read Science
Must-Reading Tree
Example
![](https://originalfileserver.aminer.cn/sys/aminer/pubs/mrt_preview.jpeg)
Generate MRT to find the research sequence of this paper
Chat Paper
Summary is being generated by the instructions you defined