As Estratégias de Marketing sob a ótica da Visão Baseada em Recursos (VBR):
revisitando a produção sobre o tema entre 2001 e 2024
Palavras-chave:
Estratégias de marketing, Marketing, Marketing estratégico, Visão Baseada em Recursos, VBR
Resumo
Partindo a lógica de que as estratégias de marketing são estudadas, principalmente, a partir da perspectiva teórica, advinda do campo da estratégia, denominada Visão Baseada em Recursos (VBR), esta pesquisa visa investigar a evolução dos estudos sobre essa temática. Para isso, através do software RStudio 2024.12.0, foi realizada revisão bibliométrica, contendo uma amostra final de 58 artigos sobre estratégias de marketing e VBR, publicados entre 2001 e 2024, nas bases de dados Scopus e Web of Science (WoS). Em geral, foram analisados os atores envolvidos com as pesquisas sobre a temática e tópicos que a permeiam, assim como possíveis caminhos de pesquisa futuros para avanço do conhecimento na área. Notadamente, apesar dos vários países envolvidos com a pesquisa sobre o tema, há determinados journals concentrando sua divulgação. Além disso, ressalta-se que é possível avançar o campo de pesquisa a partir de novas abordagens investigativas, seja propondo objetivos que superem a testagem de hipóteses ou estudando diferentes subtemas.
Referências
Australian Business Deans Council, (n.d.). ABDC — ABDC Journal Quality List [Portal]. Retirado de ABDC Journal Quality List, em https://abdc.edu.au/abdc-journal-quality-list/
Baker, W. E. & Sinkula, J. M. (2005). Environmental marketing strategy and firm performance: Effects on new product performance and market share. Journal of the Academy of Marketing Science, 33 (4), 461–475. https://doi.org/10.1177/0092070305276119.
Bargoni, A., Santoro, G., Petruzzelli, A. M. & Ferraris, A. (2024). Growth hacking: A critical review to clarify its meaning and guide its practical application. Technological Forecasting and Social Change, 200, 123111. https://doi.org/10.1016/j.techfore.2023.123111.
Barney, J. (1991). Firm Resources and Susteined Competitive Advantage. Journal of Management, 17 (1), 99-120. https://doi.org/10.1177/014920639101700108.
Barney, J. (1995). Looking inside for Competitive Advantage. The Academy of Management Executive, 9 (4), 49-61. https://doi.org/10.5465/ame.1995.9512032192.
Barney, J. B. & Hesterly, W. S. (2015). Strategic Management and Competitive Advantage: Concepts and Cases. Londres: Pearson.
Barney, J. B., Wright, M., & Ketchen, D. J. (2001). The resource based view of the firm: Ten years after 1991. Journal of Management, 7 (6), 625-43. https://doi.org/10.1177/014920630102700601.
Castro, V. A. & Giraldi, J. de M. E. (2018). Shared brands and sustainable competitive advantage in the Brazilian wine sector. International Journal of Wine Business Research, 30 (2), 243–259. https://doi.org/10.1108/ijwbr-04-2017-0019.
Cobbs, J., Tyler, B. D., Jensen, J. A. & Chan, K. (2017). Prioritizing Sponsorship Resources in Formula One Racing: A Longitudinal Analysis. Journal of Sport Management, 31 (1), 96–110. https://doi.org/10.1123/jsm.2016-0115.
Demessie, G. T. & Shukla, A. (2024). Drivers and outcomes of sustainable marketing strategy in the African context: the role of competitive advantage and strategic proactivity as mediating and moderating variables. Cogent Business & Management, 11(1). https://doi.org/10.1080/23311975.2024.2348442
Donthu, N., Kumar, S., Mukherjee, D., Pandey, N. & Lim, W. M. (2021). How to conduct a bibliometric analysis: An overview and guidelines. Journal of Business Research, 133, 285-296. https://doi.org/10.1016/j.jbusres.2021.04.070
Esangbedo, C. O., Chang, Y., Ushie, A. M. & Hasan, M. M. (2024). Eco-Innovation and Firm Sustainability in Emerging Economies: The Role of Consumer Behavior and Green B2B Marketing. Journal of Business-to-Business Marketing, 31(4), 405–420. https://doi.org/10.1080/1051712X.2024.2369764
Fraj, E., Martínez, E. & Matute, J. (2011). Green marketing strategy and the firm's performance: the moderating role of environmental culture, Journal of Strategic Marketing, 19 (4), 339-355. https://doi.org/10.1080/0965254X.2011.581382.
Garcia, E. F. (2025). Revisão bibliométrica sobre: digital marketing. Revista Ibero-Americana De Humanidades, Ciências E Educação, 11(2), 1823–1835. https://doi.org/10.51891/rease.v11i2.18227.
Hogan, J. E., Lemon, K. N. & Rust, R. T. (2002). Customer Equity Management. Journal of Service Research, 5 (1), 4–12. https://doi.org/10.1177/1094670502005001002.
Kozlenkova, I. V., Samaha, A. S. & Pamatier, R. W. (2014). Resource-based theory in marketing. Journal of the Academy of Marketing Science, 42, 1-21. https://doi.org/10.1007/s11747-013-0336-7.
Leonidou, L. C., Katsikeas, C. S., Fotiadis, T. A. & Christodoulides, P. (2013). Antecedents and Consequences of an Eco-Friendly Export Marketing Strategy: The Moderating Role of Foreign Public Concern and Competitive Intensity. Journal of International Marketing, 21 (3), 22-46. https://doi.org/10.1509/jimk.19.2.1.
Leonidou, L. C., Leonidou, C. N., Fotiadis, T. A. & Zeriti, A. (2013). Resources and capabilities as drivers of hotel environmental marketing strategy: Implications for competitive advantage and performance. Tourism Management, 35, 94–110. https://doi.org/10.1016/j.tourman.2012.06.003.
Leonidou, L. C., Palihawadana, D. & Theodosiou, M. (2011). National Export-Promotion Programs as Drivers of Organizational Resources and Capabilities: Effects on Strategy, Competitive Advantage, and Performance. Journal of International Marketing, 19 (2), 1-29. https://doi.org/10.1509/jimk.19.2.1.
Linnenluecke, M. K., Marrone, M. & Singh, A. K. (2020). Conducting systematic literature reviews and bibliometric analyses. Australian Journal of Management, 45 (2), 175-194. https://doi.org/10.1177/0312896219877678.
Lu, W., Liu, Z., Huang, Y., Bu, Y., Li, X. & Cheng, Q. (2020). How do authors select keywords? A preliminary study of author keyword selection behavior. Journal of Informetrics, 14 (4), 101066. https://doi.org/10.1016/j.joi.2020.101066.
Malhotra, G., Dandotiya, G., Shaiwalini, S., Khan, A. & Homechaudhuri, S. (2024), "Benchmarking for organisational competitiveness: a resource-based view perspective", Benchmarking: An International Journal, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/BIJ-09-2023-0668.
Marketing Science Institute (MSI). (2022). Recuperado de https://www.msi.org/article/msi-announces-2022-24-research-priorities/.
Moreno-Gómez, J., Londoño, J. C. & Zapata-Upegui, L. F. (2023). Marketing strategy and competitiveness: Evidence from Colombian SMEs. TEC Empresarial, 17 (2), 48-64. https://doi.org/10.18845/te.v17i2.6701.
Morgan, N. A. (2012). Marketing and business performance. Journal of the Academy of Marketing Science, 40 (1), 102–119. https://doi.org/10.1007/s11747-011-0279-9.
Morgan, N. A., Whitler, K. A., Feng, H. & Chari, S. (2019). Research in marketing strategy. Journal of the Academy of Marketing Science, 47, 4-29. https://doi.org/10.1007/s11747-018-0598-1.
Pereira, P. dos S., Forapani, G., Oliveira, R. S. G. & Roglio, K. de D. (2023). Mapeamento da produção sobre processo decisório estratégico: revisão sistemática e agenda de pesquisa. Revista Eletrônica De Administração, 29 (2), 287-310. http://dx.doi.org/10.1590/1413-2311.383.125030.
Pranckutė, R. (2021). Web of Science (WoS) and Scopus: The Titans of Bibliographic Information in Today’s Academic World. Publications. 9 (1), 12. https://doi.org/10.3390/publications9010012.
RStudio 2024.12.0+467 "Kousa Dogwood" Release (cf37a3e5488c937207f992226d255be71f5e3f41, 2024-12-11) for windows Mozilla/5.0 (Windows NT 10.0; Win64; x64) AppleWebKit/537.36 (KHTML, like Gecko) RStudio/2024.12.0+467 Chrome/126.0.6478.234 Electron/31.7.6 Safari/537.36, Quarto 1.5.57
Ruzo, E., Losada, F., Navarro, A. & Díez, J. A. (2011). Resources and international marketing strategy in export firms. Management Research Review, 34 (5), 496–518. https://doi.org/10.1108/01409171111128698.
Safari, A. & Saleh, A. S. (2020). Key determinants of SMEs’ export performance: a resource-based view and contingency theory approach using potential mediators. Journal of Business & Industrial Marketing, 35 (4), 635-654. https://doi.org/10.1108/JBIM-11-2018-0324.
SCImago. (2025). SJR — SCImago Journal & Country Rank [Portal]. Retirado de Scimago Journal & Country Rank, em http://www.scimagojr.com
Shahzad, A., Chin, H. K., Altaf, M. & Anwar, F. (2020). Malaysian SMEs Performance and the use of E- Commerce: A Multi-Group Analysis of Click-and-Mortar and Pure-Play E-Retailers. Pakistan Journal of Commerce and Social Sciences, 14 (1), 1-33.
Shams, R., Chatterjee, S. & Chaudhuri, R. (2024). Developing brand identity and sales strategy in the digital era: Moderating role of consumer belief in brand. Journal of Business Research, 179, 114169. https://doi.org/10.1016/j.jbusres.2024.114689.
Silva, G. M., Dias, Á. L., Lisboa, A. C. & Silva, F. P. (2023). "Drivers and outcomes of sustainable export marketing strategies in international environments". Review of International Business and Strategy, Vol. 33 No. 4, pp. 627-648. https://doi.org/10.1108/RIBS-05-2022-0056
Srivastava, R. K., Fahey, L. & Christensen, H. K. (2001). The resource-based view and marketing: The role of market-based assets in gaining competitive advantage. Journal of Management, 27, 777-802. https://doi.org/ 10.1016/s0149-2063(01)00123-4.
Varadarajan, R. (2015). Strategic marketing, marketing strategy and market strategy. American Marketing Science Review, 5 (3-4), 78-90, 2015. https://doi.org/10.1007/s13162-015-0073-9.
Wang, Z. & Kim, H. G. (2017). Can Social Media Marketing Improve Customer Relationship Capabilities and Firm Performance? Dynamic Capability Perspective. Journal of Interactive Marketing, 39, 15–26. https://doi.org/10.1016/j.intmar.2017.02.004.
Wernerfelt, B. (1984). A resource-based view of the firm. Strategic Management Journal, 5, 171-180. https://doi.org/10.1002/smj.4250050207.
Wu, C.-W., Botella-Carrubi, D. & Blanco-González-Tejero, C. (2024). The empirical study of digital marketing strategy and performance in small and medium-sized enterprises (SMEs). Technological Forecasting and Social Change, 200, 123142. https://doi.org/10.1016/j.techfore.2023.123142.
Wu, C.-W., Martínez, J. M. G. & Martín, J. M. M. (2020). An analysis of social media marketing strategy and performance in the context of fashion brands: The case of Taiwan. Psychology & Marketing, 37 (9), 1185-1193. https://doi.org/10.1002/mar.21350.
Xuan-Nhi, N. & Ngoc-Tien, L. (2024). Green CSR's role in retail competitive advantage: mediation by marketing and moderation by reputation. Journal for Global Business Advancement, 16 (2), 285-312. https://doi.org/10.1504/JGBA.2023.138498.
Baker, W. E. & Sinkula, J. M. (2005). Environmental marketing strategy and firm performance: Effects on new product performance and market share. Journal of the Academy of Marketing Science, 33 (4), 461–475. https://doi.org/10.1177/0092070305276119.
Bargoni, A., Santoro, G., Petruzzelli, A. M. & Ferraris, A. (2024). Growth hacking: A critical review to clarify its meaning and guide its practical application. Technological Forecasting and Social Change, 200, 123111. https://doi.org/10.1016/j.techfore.2023.123111.
Barney, J. (1991). Firm Resources and Susteined Competitive Advantage. Journal of Management, 17 (1), 99-120. https://doi.org/10.1177/014920639101700108.
Barney, J. (1995). Looking inside for Competitive Advantage. The Academy of Management Executive, 9 (4), 49-61. https://doi.org/10.5465/ame.1995.9512032192.
Barney, J. B. & Hesterly, W. S. (2015). Strategic Management and Competitive Advantage: Concepts and Cases. Londres: Pearson.
Barney, J. B., Wright, M., & Ketchen, D. J. (2001). The resource based view of the firm: Ten years after 1991. Journal of Management, 7 (6), 625-43. https://doi.org/10.1177/014920630102700601.
Castro, V. A. & Giraldi, J. de M. E. (2018). Shared brands and sustainable competitive advantage in the Brazilian wine sector. International Journal of Wine Business Research, 30 (2), 243–259. https://doi.org/10.1108/ijwbr-04-2017-0019.
Cobbs, J., Tyler, B. D., Jensen, J. A. & Chan, K. (2017). Prioritizing Sponsorship Resources in Formula One Racing: A Longitudinal Analysis. Journal of Sport Management, 31 (1), 96–110. https://doi.org/10.1123/jsm.2016-0115.
Demessie, G. T. & Shukla, A. (2024). Drivers and outcomes of sustainable marketing strategy in the African context: the role of competitive advantage and strategic proactivity as mediating and moderating variables. Cogent Business & Management, 11(1). https://doi.org/10.1080/23311975.2024.2348442
Donthu, N., Kumar, S., Mukherjee, D., Pandey, N. & Lim, W. M. (2021). How to conduct a bibliometric analysis: An overview and guidelines. Journal of Business Research, 133, 285-296. https://doi.org/10.1016/j.jbusres.2021.04.070
Esangbedo, C. O., Chang, Y., Ushie, A. M. & Hasan, M. M. (2024). Eco-Innovation and Firm Sustainability in Emerging Economies: The Role of Consumer Behavior and Green B2B Marketing. Journal of Business-to-Business Marketing, 31(4), 405–420. https://doi.org/10.1080/1051712X.2024.2369764
Fraj, E., Martínez, E. & Matute, J. (2011). Green marketing strategy and the firm's performance: the moderating role of environmental culture, Journal of Strategic Marketing, 19 (4), 339-355. https://doi.org/10.1080/0965254X.2011.581382.
Garcia, E. F. (2025). Revisão bibliométrica sobre: digital marketing. Revista Ibero-Americana De Humanidades, Ciências E Educação, 11(2), 1823–1835. https://doi.org/10.51891/rease.v11i2.18227.
Hogan, J. E., Lemon, K. N. & Rust, R. T. (2002). Customer Equity Management. Journal of Service Research, 5 (1), 4–12. https://doi.org/10.1177/1094670502005001002.
Kozlenkova, I. V., Samaha, A. S. & Pamatier, R. W. (2014). Resource-based theory in marketing. Journal of the Academy of Marketing Science, 42, 1-21. https://doi.org/10.1007/s11747-013-0336-7.
Leonidou, L. C., Katsikeas, C. S., Fotiadis, T. A. & Christodoulides, P. (2013). Antecedents and Consequences of an Eco-Friendly Export Marketing Strategy: The Moderating Role of Foreign Public Concern and Competitive Intensity. Journal of International Marketing, 21 (3), 22-46. https://doi.org/10.1509/jimk.19.2.1.
Leonidou, L. C., Leonidou, C. N., Fotiadis, T. A. & Zeriti, A. (2013). Resources and capabilities as drivers of hotel environmental marketing strategy: Implications for competitive advantage and performance. Tourism Management, 35, 94–110. https://doi.org/10.1016/j.tourman.2012.06.003.
Leonidou, L. C., Palihawadana, D. & Theodosiou, M. (2011). National Export-Promotion Programs as Drivers of Organizational Resources and Capabilities: Effects on Strategy, Competitive Advantage, and Performance. Journal of International Marketing, 19 (2), 1-29. https://doi.org/10.1509/jimk.19.2.1.
Linnenluecke, M. K., Marrone, M. & Singh, A. K. (2020). Conducting systematic literature reviews and bibliometric analyses. Australian Journal of Management, 45 (2), 175-194. https://doi.org/10.1177/0312896219877678.
Lu, W., Liu, Z., Huang, Y., Bu, Y., Li, X. & Cheng, Q. (2020). How do authors select keywords? A preliminary study of author keyword selection behavior. Journal of Informetrics, 14 (4), 101066. https://doi.org/10.1016/j.joi.2020.101066.
Malhotra, G., Dandotiya, G., Shaiwalini, S., Khan, A. & Homechaudhuri, S. (2024), "Benchmarking for organisational competitiveness: a resource-based view perspective", Benchmarking: An International Journal, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/BIJ-09-2023-0668.
Marketing Science Institute (MSI). (2022). Recuperado de https://www.msi.org/article/msi-announces-2022-24-research-priorities/.
Moreno-Gómez, J., Londoño, J. C. & Zapata-Upegui, L. F. (2023). Marketing strategy and competitiveness: Evidence from Colombian SMEs. TEC Empresarial, 17 (2), 48-64. https://doi.org/10.18845/te.v17i2.6701.
Morgan, N. A. (2012). Marketing and business performance. Journal of the Academy of Marketing Science, 40 (1), 102–119. https://doi.org/10.1007/s11747-011-0279-9.
Morgan, N. A., Whitler, K. A., Feng, H. & Chari, S. (2019). Research in marketing strategy. Journal of the Academy of Marketing Science, 47, 4-29. https://doi.org/10.1007/s11747-018-0598-1.
Pereira, P. dos S., Forapani, G., Oliveira, R. S. G. & Roglio, K. de D. (2023). Mapeamento da produção sobre processo decisório estratégico: revisão sistemática e agenda de pesquisa. Revista Eletrônica De Administração, 29 (2), 287-310. http://dx.doi.org/10.1590/1413-2311.383.125030.
Pranckutė, R. (2021). Web of Science (WoS) and Scopus: The Titans of Bibliographic Information in Today’s Academic World. Publications. 9 (1), 12. https://doi.org/10.3390/publications9010012.
RStudio 2024.12.0+467 "Kousa Dogwood" Release (cf37a3e5488c937207f992226d255be71f5e3f41, 2024-12-11) for windows Mozilla/5.0 (Windows NT 10.0; Win64; x64) AppleWebKit/537.36 (KHTML, like Gecko) RStudio/2024.12.0+467 Chrome/126.0.6478.234 Electron/31.7.6 Safari/537.36, Quarto 1.5.57
Ruzo, E., Losada, F., Navarro, A. & Díez, J. A. (2011). Resources and international marketing strategy in export firms. Management Research Review, 34 (5), 496–518. https://doi.org/10.1108/01409171111128698.
Safari, A. & Saleh, A. S. (2020). Key determinants of SMEs’ export performance: a resource-based view and contingency theory approach using potential mediators. Journal of Business & Industrial Marketing, 35 (4), 635-654. https://doi.org/10.1108/JBIM-11-2018-0324.
SCImago. (2025). SJR — SCImago Journal & Country Rank [Portal]. Retirado de Scimago Journal & Country Rank, em http://www.scimagojr.com
Shahzad, A., Chin, H. K., Altaf, M. & Anwar, F. (2020). Malaysian SMEs Performance and the use of E- Commerce: A Multi-Group Analysis of Click-and-Mortar and Pure-Play E-Retailers. Pakistan Journal of Commerce and Social Sciences, 14 (1), 1-33.
Shams, R., Chatterjee, S. & Chaudhuri, R. (2024). Developing brand identity and sales strategy in the digital era: Moderating role of consumer belief in brand. Journal of Business Research, 179, 114169. https://doi.org/10.1016/j.jbusres.2024.114689.
Silva, G. M., Dias, Á. L., Lisboa, A. C. & Silva, F. P. (2023). "Drivers and outcomes of sustainable export marketing strategies in international environments". Review of International Business and Strategy, Vol. 33 No. 4, pp. 627-648. https://doi.org/10.1108/RIBS-05-2022-0056
Srivastava, R. K., Fahey, L. & Christensen, H. K. (2001). The resource-based view and marketing: The role of market-based assets in gaining competitive advantage. Journal of Management, 27, 777-802. https://doi.org/ 10.1016/s0149-2063(01)00123-4.
Varadarajan, R. (2015). Strategic marketing, marketing strategy and market strategy. American Marketing Science Review, 5 (3-4), 78-90, 2015. https://doi.org/10.1007/s13162-015-0073-9.
Wang, Z. & Kim, H. G. (2017). Can Social Media Marketing Improve Customer Relationship Capabilities and Firm Performance? Dynamic Capability Perspective. Journal of Interactive Marketing, 39, 15–26. https://doi.org/10.1016/j.intmar.2017.02.004.
Wernerfelt, B. (1984). A resource-based view of the firm. Strategic Management Journal, 5, 171-180. https://doi.org/10.1002/smj.4250050207.
Wu, C.-W., Botella-Carrubi, D. & Blanco-González-Tejero, C. (2024). The empirical study of digital marketing strategy and performance in small and medium-sized enterprises (SMEs). Technological Forecasting and Social Change, 200, 123142. https://doi.org/10.1016/j.techfore.2023.123142.
Wu, C.-W., Martínez, J. M. G. & Martín, J. M. M. (2020). An analysis of social media marketing strategy and performance in the context of fashion brands: The case of Taiwan. Psychology & Marketing, 37 (9), 1185-1193. https://doi.org/10.1002/mar.21350.
Xuan-Nhi, N. & Ngoc-Tien, L. (2024). Green CSR's role in retail competitive advantage: mediation by marketing and moderation by reputation. Journal for Global Business Advancement, 16 (2), 285-312. https://doi.org/10.1504/JGBA.2023.138498.
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