The Resource-Based View (Rbv) As a Theoretical Framework for Marketing Strategy
The Resource-Based View (RBV) has become a cornerstone in strategic management and marketing literature, emphasizing that sustainable competitive advantage arises from a firm’s unique, valuable, rare, inimitable, and non-substitutable (VRIN) resources. In the context of marketing strategy, RBV provides a powerful lens for understanding how firms can leverage tangible and intangible resources to differentiate themselves in competitive markets. This paper explores RBV as a theoretical framework for marketing strategy, highlighting its application in brand building, customer relationship management, innovation, and digital transformation. The study outlines effective marketing techniques grounded in RBV principles and demonstrates how resource orchestration
can strengthen long-term market positioning.