Capítulo Market Attractiveness, Resource Based and Evolutionary Approaches to Strategy: A Comparison.

1996. Developments in Marketing Science, Coral Gables.

Sergio Olavarrieta S

Abstract:

This paper examines and compares three competing strategy approaches: the market attractiveness approach, the resource-based or capabilities approach, and the emerging evolutionary approach. It is suggested that marketing can play a major role in the development of this evolutionary approach, which has the potential to integrate both market focused and firm-focused perspectives.

Palabras claves: Evolutionary Approach, Market Orientation, Brand Equity, Capability Approach, Rent Seeker 

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