Resource-advantage theory: A foundation for new insights into global advertising research

David A. Griffith

Michigan State University

Goksel Yalcinkaya

University of New Hampshire

This study presents resource-advantage theory as a theoretical foundation for advancing theory development in global advertising research. Resource-advantage theory argues that the value of a resource to a firm is seen in terms of its potential to yield competitive differentiation and/or customer value delivery that enhances performance outcomes (Hunt 2000). We believe that resource-advantage theory’s underlying focus on resources, and their utilisation by a firm, can provide new insights to many of the challenging issues global advertising research faces. Whether these issues are at the firm/inter-firm level – such as understanding the coordination of the global advertising research process, effectively managing agency relationships, and so on; at the comparative level in understanding cross-national issues; as well as at the individual level – for example, the intangible elements of the firm/agency embedded within the firm’s/agency’s personnel within a structured theoretical frame. Implications for global advertising research are presented.