Call for Papers: Marketing Resources, Performance, and Competitive advantage
Outlet: A Journal of Business Research Special Issue
Paper submission deadline: October 1, 2015
Guest editors: Nebojsa Davcik (ISCTE Business School, Lisbon, Portugal) and Piyush Sharma (Curtin Business School, Perth, Australia)
Online (detailed): http://www.journals.elsevier.com/journal-of-business-research/call-for-papers/marketing-resources-performance-and-competitive-advantage/
Overview: Marketing resources are recognized as crucial drivers of a firm's business strategy as they help the firms gain a competitive advantage over competition (direct or latent) and lead to better performance. Past research in this area uses diverse theoretical perspectives, including market-based assets and their effects on stakeholder value (Srivastava, Shervani and Fahey 1998), impact of brand equity and innovation on long-term marketing effectiveness (Slotegraaf and Pauwels 2008), resource-based theory (Srivastava, Fahey and Christensen 2001; Kozlenkova et al. 2014), and resource advantage theory of competition (Hunt & Morgan 2005), among others. However, there is still little systematic research on the theoretical foundations and empirical implications of marketing resources and competitive advantage.
Despite a burgeoning literature in marketing, management and economics, on resources and their effects on performance and competitive advantage, many unchartered research avenues, open questions and issues occur that require further theoretical and empirical elaboration. The planned JBR special issue, "Marketing resources, performance and competitive advantage", will examine how diverse marketing resources may enhance organizations' competitive advantage and performance, using multiple theoretical perspectives and empirical approaches.
Topics: In view of the above, the proposed special issue aims to include the following (but not limited to) topics and questions of interest:
· Ambiguities and contradictions of marketing resources and performance in marketing research
· Role of innovation in facilitating firm resources
· Role of sustainable competitive advantage as a strategic goal for a firm
· Relationship between stakeholders, competition for resources and competitive advantage
· How resource-based theories can be a micro-foundation for marketing science?
· How internal competition for resources may induce strong brands and obtain the competitive advantage for a firm?
· How outside-in in contrast to inside-out approach may improve marketing strategy?
· What are the intra-firm capabilities that obtain the competitive advantage for a firm?
· How internal manipulation with resources may provide value for brand and / or firm stakeholders?
· How various research approaches and theories on resource decision making can be employed and / or managed to gain new insights on performance paradigm?
· How resource decision making affect different market players (retailers, Small and medium enterprises and Multinational enterprises) in their quest of obtaining the stakeholder value?
· How different market players (retailers, Small and medium enterprises and Multinational enterprises) manipulate and integrate their heterogeneous resources in order to gain the superior firm performance?
· What is the theoretical delineation and potential extension among a brand, brand portfolio and firm in obtaining the competitive advantage?
Guest Editors' Policy: We seek profound and rigorous theoretical contributions that substantially advance and challenge existing theories used in business research on resources, performance and competitive advantage (e.g., Resource-Based View, Resource-Advantage Theory, and Industrial economics). We seek papers that will offer a new view and contribute to the debate among marketing, industrial economists and management scholars. We have no a priori preferences regarding the theoretical stance or methodological approach. We welcome papers using traditional methodologies such as econometric modeling, time-series analysis, analytical modeling (e.g., game theory applications and agency theory), survey experimentation, qualitative research as well as emerging innovative approaches including the use of algorithms, contrarian case analysis, and fuzzy set qualitative comparative analysis (fsQCA).
All manuscripts should apply the general author guidelines for the Journal of Business Research (www.elsevier.com/journals/journal-of-business-research/0148-2963/guide-for-authors#20100). Manuscripts should not have been previously published or be under consideration by other journals.
Submissions: Please submit your paper electronically as an MSWORD file attached to: jbrsi2015@gmail.com. The guest editors will start processing early submissions from July 1, 2015