ABSTRACT
This chapter explores the resource-advantage (R-A) theory to explicate further the service-dominant (S-D) logic of marketing. It overviews the R-A theory and show how it provides a theoretical foundation for the S-D logic of marketing. The chapter explains about Stephen L. Vargo and Robert F. Lusch (V&L), who prescribe that strategy courses within the S-D logic can be taught by means of R-A theory. For V&L, marketing not only is shifting, but it should shift toward this customer-centric, market-driven, services-centered view. The chapter focuses on approaches: to business strategy, resource-based and competence-based, and to marketing strategy, market orientation and relationship marketing. Evolutionary theories of competition require units of selection that are relatively durable and they can exist through long periods of time and it is also heritable which can be transmitted to successors. The international trade theory recognizes that nations have heterogeneous, immobile resources and focuses on the importance of comparative advantages in resources to explain benefits of trade.
