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by Shelby D. Hunt The Jerry S. Rawls and P.W. Horn Professor of Marketing Texas Tech University shelby.hunt@ttu.edu Prepared for: AMA Summer Educators ’ Pre-Conference on Ideas That Matter August 2010. Crafting Successful Theories The Case of Resource-Advantage Theory.

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crafting successful theories the case of resource advantage theory

by

Shelby D. Hunt

The Jerry S. Rawls and P.W. Horn Professor

of Marketing

Texas Tech University

shelby.hunt@ttu.edu

Prepared for:

AMA Summer Educators’ Pre-Conference on Ideas That Matter

August 2010

Crafting Successful Theories The Case of Resource-Advantage Theory

the metrics of r a theory success
The Metrics of R-A Theory Success
  • Google Scholar citations for the Hunt and Morgan (1995, 1996, 1997) JM articles:

> 1,000

  • Google “hits” for “resource-advantage theory”

> 75,000

factors explaining r a theory success
Factors Explaining R-A Theory Success
  • An interdisciplinary theory
    • Draws on, has affinities with, other major theories.
    • Developed in the journals of marketing, management, general business, ethics, economics, and law.
  • Explains and predicts numerous phenomena.
  • Provides a vehicle for developing empirically testable research hypotheses.
  • Provides a foundation for understanding business and marketing strategy.
  • Provides a vehicle for teaching business and marketing strategy.
  • Provides a framework for working toward a general theory of marketing.
an interdisciplinary research program
An Interdisciplinary Research Program
  • Evolutionary economics
  • Austrian economics
  • Institutional economics
  • Socio-economics
  • Economic sociology
  • Strategic management
  • Marketing
slide7

Industry-

Based

Strategy

Competences-

Based

Strategy

Resource-

Based

Strategy

Knowledge-

Based

Strategy

Market

Orientation

Strategy

Market

Segmentation

Strategy

Relationship

Marketing

Strategy

Brand

Equity

Strategy

The Resource-Advantage Theory of Competition

A Foundation for

Business and Marketing Strategy

implications for crafting successful theories
Implications for Crafting Successful Theories

Craft theories that can

…relate to both marketing and nonmarketing theories

…be published in both marketing and nonmarketing journals

…explain and predict numerous phenomena

…provide a vehicle for teaching marketing

…“fit” into larger research programs