Marketing dan Keunggulan Bersaing: Sebuah Perspektif dari Teori Resource-Based View

Abstract

Many researches in marketing have been carried out to explain how the the marketing functions contribute to offer the added value for customers and to strengthen the competitiveness in improving the company's performance. This article aims to describe the concept and process of marketing role, especially from the strategic management perspective in generating superior customer value and limited competitive advantage. Furthermore, this article outlines the role of the marketing functions from the theory of resource-based advantage (RBV), namely how the role of marketing elements both as resources and capabilities generates the added value and increases the strengthening of the company's competitive advantage.

Keywords:     RBV, marketing, competive advantage.