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A resource-based view of retail competitive advantage

Evans, Jody, Bridson, Kerrie, Byrom, John and Medway, Dominic 2004, A resource-based view of retail competitive advantage, in ANZMAC 2004 : marketing accountabilities and responsibilities, conference proceedings, ANZMAC, Dunedin, N.Z., pp. 1-7.

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Title A resource-based view of retail competitive advantage
Author(s) Evans, Jody
Bridson, Kerrie
Byrom, John
Medway, Dominic
Conference name Australian & New Zealand Marketing Academy. Conference (2004 : Victoria University of Wellington)
Conference location Wellington, New Zealand
Conference dates 29 November-1 December 2004
Title of proceedings ANZMAC 2004 : marketing accountabilities and responsibilities, conference proceedings
Editor(s) Wiley, Jim
Thirkell, Peter
Publication date 2004
Start page 1
End page 7
Publisher ANZMAC
Place of publication Dunedin, N.Z.
Keyword(s) resource-based view
retail
competitive advantage
Summary This paper investigates the relationships between brand, market and learning orientation with competitive advantage in the context of the UK retail industry. The results indicate that both brand and learning orientations have a significant positive relationship with competitive advantage. However, market orientation was not found to have a significant influence on retail competitive advantage. These findings suggest that market orientation may result in competitive parity only, while superiority in the retail sector is dependent on the speed of earning and the application of knowledge in the form of a strong brand orientation.
Notes Reproduced with the kind permission of the copyright owner.
ISBN 0475222151
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1.1 Full written paper - refereed
Copyright notice ©2004, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30009812

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