The Handbook of Marketing presents a major retrospective and prospective overview of the field of marketing, and provides a landmark reference at a time when many of the traditional boundaries and domains within the marketing discipline have been subject to change. The Handbook frames, assesses and synthesizes the work in the field and helps to define and shape its current and future development. It includes contributions from leading scholars in the field, and the input of an international and extremely distinguished advisory board of marketing academics. The Handbook of Marketing will be invaluable to advanced undergraduates, graduate students and academics in marketing.

Market Strategies and Theories of the Firm

Market strategies and theories of the firm

Many different theories of the firm have been advanced to address such fundamental questions as why firms exist, and what determines their scale and scope. Three of these theories, emphasizing in turn the resources, the positioning and the configuration of the firm, are especially useful for advancing our understanding of the nature of market strategies, and the process of market-based competition over time.

Each of these theories of the firm takes a different perspective on the evolution of market strategies because of differences in (1) the unit of analysis – whether it is the firm, the business unit or the intra-organizational network; (2) their theoretical premises – the emphasis on opportunism versus asymmetries ...

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