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- Publisher
- SAGE
- Copyright
- © 1996 American Marketing Association
- ISSN
- 0022-2429
- eISSN
- 1547-7185
- DOI
- 10.1177/002224299606000410
- Publisher site
- See Article on Publisher Site
Abstract
The authors respond to the thoughtful concerns raised by Dickson (1996) about the issue of path dependencies and the dynamics of resource-advantage (R-A) theory (Hunt and Morgan 1995). Rather than R-A theory and Dickson's work being inconsistent, the authors point out that Hunt and Morgan (1995) cite Dickson's (1992) work on two different occasions as support for the dynamics of R-A theory. Furthermore, because R-A theory proposes that firms seek superior financial performance, when combined with the fact that all firms cannot be superior at the same time, R-A competition necessarily is dynamic. Moreover, though the issue of path-dependencies is more contentious than Dickson suggests, R-A theory fully accommodates path dependencies, because it is an evolutionary, nonconsummatory theory.
Journal
Journal of Marketing – SAGE
Published: Oct 1, 1996