Resource-advantage theory, resource-based theory and market-based resources advantage: effect of marketing performance on customer information assets stock and information analysis capabilities

Transformative developments in the macro environment that lead to transformative changes in the behaviours of firms are an impetus for revisiting extant theories of firm behaviour and revising them, if warranted. In this vein, the article presents an extension of a conceptual model based on resource-advantage theory of competition and resource-based theory of competitive advantage in the context of an interactive digital marketplace. The model delineating the relationship between certain market-based resources (customer information assets, customer information analysis capabilities, and customer knowledge assets), marketing performance and financial performance is extended by delineating the positive effect of marketing performance on a firm's customer information assets stock and information analysis capabilities in an interactive digital marketplace. Implications for theory and future research are discussed.