Resource-advantage theory: A foundation for new insights into global advertising research Academic Article uri icon


  • This study presents resource-advantage theory as a theoretical foundation for advancing theory development in global advertising research. Resource-advantage theory argues that the value of a resource to a firm is seen in terms of its potential to yield competitive differentiation and/or customer value delivery that enhances performance outcomes (Hunt 2000). We believe that resource-advantage theory's underlying focus on resources, and their utilisation by a firm, can provide new insights to many of the challenging issues global advertising research faces. Whether these issues are at the firm/inter-firm level - such as understanding the coordination of the global advertising research process, effectively managing agency relationships, and so on; at the comparative level in understanding crossnational issues; as well as at the individual level - for example, the intangible elements of the firm/agency embedded within the firm's/agency's personnel within a structured theoretical frame. Implications for global advertising research are presented. © Warc 2010.

published proceedings

  • International Journal of Advertising

author list (cited authors)

  • Griffith, D. A., & Yalcinkaya, G.

complete list of authors

  • Griffith, DA||Yalcinkaya, G

publication date

  • March 2010