[21] THE RESOURCE-BASED VIEW (RBV) AS A THEORETICAL FRAMEWORK FOR MARKETING STRATEGY

ARTICLE INFO: Date of Submission: May 27, 2025, Revised: June 22, 2025, Accepted: June 27, 2025, d.o.i. : https://doi.org/10.56815/ijmrr.v4i2.2025.278-285

Authors

  • Dr. Devita D. Movaliya Assistant Professor, Geetanjali College of Computer Science and Commerce, Gujarat-Rajkot, India. IGNOU – Academic Counsellor, SEBI – Securities Market Trainer, Resource Person: NISM, NCFE, BSE, NSE, CED, EDII, MSME

Abstract

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.

Keywords:

Resource-Based View (RBV), Marketing Strategy, Competitive Advantage, VRIN Framework, Brand Equity, Strategic Resources, Marketing Capabilities

Author Biography

Dr. Devita D. Movaliya, Assistant Professor, Geetanjali College of Computer Science and Commerce, Gujarat-Rajkot, India. IGNOU – Academic Counsellor, SEBI – Securities Market Trainer, Resource Person: NISM, NCFE, BSE, NSE, CED, EDII, MSME



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