TY - JOUR ID - 44800 TI - The Nexus among Resource Based Theory, Marketing Strategy, and Firm Performance: An Integrated Framework JO - Management Studies and Economic Systems JA - MSES LA - en SN - 2408-9583 AU - Degoma Durie, Aschalew AD - College of Business and Economics, Bahir Dar University, Bahir Dar, Ethiopia Y1 - 2016 PY - 2016 VL - 3 IS - 2 SP - 119 EP - 125 KW - Marketing KW - Marketing strategy KW - Resource based theory KW - Marketing frameworks KW - Firm Performance DO - N2 - 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. UR - https://www.msaes.org/article_44800.html L1 - https://www.msaes.org/article_44800_a26986a3716bd4de794a7187e96916d0.pdf ER -