Resource-advantage theory: A foundation for new insights into global advertising research
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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.
International Journal of Advertising
author list (cited authors)
Griffith, D. A., & Yalcinkaya, G.
complete list of authors
Griffith, DA||Yalcinkaya, G