Rethinking Marketing for Sustainable Competitive Advantages

When formal marketing thought developed in the early 1900s, dominant perspective of marketing was about taking things “to market”. After 1950 marketing thought moved to a “market to” orientation. This orientation reflects “product dominant logic”. After radical changes in information technology, knowledge asymmetry between firm and customer is decreased and customer becomes operant resource instead of a resource to be acted on. Therefore, new marketing paradigm has been emerged and main focus moved from “value in exchange” to “value in use” and customer becomes collaborative partner. Firm can only provide value proposition. New definition of marketing comprises “customer relationship”, “share holders”, and “value creation”. Apart from evolving of marketing thought, theories of competitive advantages have been also change form industry perspective to internal resource and dynamic capabilities. Both new perspectives of marketing and dynamic capabilities are focus on operant resource such as knowledge and skills to sustain competitive advantages.