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

This study presents resource-advantage theory as a theoretical foundation for advancing theory development in global advertising research.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands