Broadening the scope of the resource-based view in marketing: The contingency role of institutional factors

Seigyoung Auh, Bulent Menguc

Research output: Contribution to journalArticlepeer-review

43 Scopus citations


Drawing on the resource-based view (RBV) of the firm and institutional theory, the authors propose and test an integrated model in an industrial marketing context that expands the boundaries of the RBV to incorporate institutional factors pertaining to societal and political issues. The rationale for taking such an integrated approach stems from the knowledge that firm performance can be explained better by incorporating not only the inability of managers to take particular actions but also their reluctance or unwillingness to pursue those behaviors. The authors develop an integrated model that tests (1) the direct effect of marketing institutional factors on the development of marketing RBV factors and (2) the moderating role of marketing institutional factors on the performance effect of marketing RBV factors. The empirical results indicate general support for the hypotheses, and this research provides several implications for broadening the scope of the RBV in marketing by underscoring how fit between marketing resources and the context in which those resources are deployed affects firm performance.

Original languageEnglish (US)
Pages (from-to)757-768
Number of pages12
JournalIndustrial Marketing Management
Issue number7
StatePublished - Oct 2009
Externally publishedYes


  • CEO background
  • Institutional theory
  • Market orientation
  • Politics in marketing decision making
  • Resource-based view of the firm
  • Transformational leadership

ASJC Scopus subject areas

  • Marketing


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