Rethinking marketing should start with answers to three questions: Why has our discipline made so few original contributions to the strategy dialogue? Why have we focused on dysfunctional, rather than functional, relationships, i.e. on unsuccessful marketing practice rather than successful...

Resource‐advantage theory is an interdisciplinary, evolutionary, process theory of competition that is proving to be extraordinarily provocative. A General Theory of Competition: Resources, Competences, Productivity, Economic Growth pulls together many of the articles that develop the theory....

Historically, “closing the gap” or “bridging the divide” between marketing academe and marketing practice has been one of the most hotly debated issues in marketing. This article, based on the professional discipline view of marketing, maintains that the “gap” debate would be more...

Despite the vast proliferation of conceptual, theoretical, and empirical studies in adaptation‐selection research, debate continues to surround a key question: how do firms strategically coevolve with their environments? This paper attempts to address part of this question by drawing on...