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Toward a General Theory of Marketing: Resource-Advantage Theory as an Extension of Alderson’s Theory of Market Processes

In: A Twenty-First Century Guide to Aldersonian Marketing Thought

Author

Listed:
  • Shelby D. Hunt

    (Texas Tech University)

  • Dennis B. Arnett

    (Texas Tech University)

Abstract

Wroe Alderson influenced considerably the development of marketing theory and practice. This article explicates how Alderson’s differential advantage theory of competition grounds his theory of market processes. It then shows how resource-advantage (R-A) theory incorporates and extends Alderson’s key concepts and generalizations. Consequently, we argue, R-A theory is toward a general theory of marketing.

Suggested Citation

  • Shelby D. Hunt & Dennis B. Arnett, 2006. "Toward a General Theory of Marketing: Resource-Advantage Theory as an Extension of Alderson’s Theory of Market Processes," Springer Books, in: Ben Wooliscroft & Robert D. Tamilia & Stanley J. Shapiro (ed.), A Twenty-First Century Guide to Aldersonian Marketing Thought, chapter 0, pages 453-471, Springer.
    • Handle: RePEc:spr:sprchp:978-0-387-28181-0_33
    DOI: 10.1007/0-387-28181-9_33
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    Cited by:

    1. Clark, Terry & Azab, Carol & Martin Key, Thomas, 2024. "Marketing’s next era: The scope and impact of marketing’s future, the reach and legacy of Shelby Hunt," Journal of Business Research, Elsevier, vol. 170(C).

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