College of Business and Economics, Bahir Dar University, Bahir Dar, Ethiopia
The purpose of this article is to present the link among resource based theory, marketing strategy, and firms’ performance in order to propose integrative framework showing how the three constructs are linked. It is organized based on a review of academic literature on resource based theory and marketing strategy chronicled in major marketing journals up to December 2015. Besides, the paper reflects some context specific experiences of the author. As a result, the literatures indicate that the resources of firms such as marketing resources commitment are linearly linked to their marketing strategies. This in turn implies that the link between resources and marketing strategy is direct while its link with performance is mediated by marketing strategy. Such propositions constitute guidelines useful in the process of linking resource based theory and marketing strategies by practitioners and establish bases for academic researchers to test the conceptual relationships proposed in this article.