Marketing’s contribution to business strategy: market orientation, relationship marketing and resource‐advantage theory

Although overlooked to some degree by non‐marketing disciplines, the discipline of marketing has contributed significantly to the body of knowledge on business strategy over the last two decades. This paper evaluates these contributions, examines how they complement dominant non‐marketing theories of business strategy, and shows how marketing offers a generalized theory of competition that integrates the concepts of both marketing and non‐marketing theories of business strategy.