The knowledge‐based view of the firm suggests that knowledge is the firm’s key resource for creating and sustaining economic rent. This perspective raises an important question for marketers: What is marketing knowledge? We argue first that marketing knowledge resides in three key marketing...

Knowledge redundancy is a powerful concept in understanding supply chain performance including supply chain value creation and competitive advantage. This paper argues that knowledge redundancy is not about “redundancy” that might suggest a waste or duplication of knowledge. In contrast,...