Bibliographic Details
| Title: |
Resource-advantage theory, market segmentation and competitor analysis. |
| Authors: |
Wittmann, C. Michael1 (AUTHOR) Cmwittmann@ua.edu |
| Source: |
Journal of Marketing Management. Oct2024, Vol. 40 Issue 13/14, p1286-1299. 14p. |
| Subject Terms: |
*Market segmentation, *Marketing strategy, *Marketing research, Research personnel |
| Abstract: |
In this Special Issue, Arnett posits that marketing research and practice have not clearly articulated what constitutes a competitor and what is needed is a theoretically grounded definition. Resource-advantage theory serves as a foundation for competitor identification through the lens of market segmentation. In this commentary, I reflect on the contributions of Dr. Shelby D. Hunt and suggest how marketing researchers and practitioners may rely on R-A theory to improve market segmentation and competitor analysis. I also reflect on Dr. Hunt's influence as a researcher and mentor. [ABSTRACT FROM AUTHOR] |
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| Database: |
Business Source Complete |
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