The Resource-Based View (RBV) of the firm suggests that assets, and their effective management, should be associated with achieving and maintaining competitive advantage. As the RBV has developed, it has moved toward the idea that difficult-to-imitate learning processes may be the only true...

Purpose – This research aims to investigate the relationship between customer‐based performance measures (marketing measures of firm success) and business growth performance (strategy measures of firm success), in the context of strategic marketing positioning decisions and suggests...