Realities and Illusions of Defending Competitive Advantage

This book delves into the enduring legacy and evolving relevance of the resource-based view (RBV) in strategic management and marketing. Since Professor Jay Barney's groundbreaking 1991 paper on RBV and sustained competitive advantage, this framework has dominated strategic management research and practice for over three decades, influencing adjacent fields such as marketing. However, in today's r...