Abstract:

Today, are developing a variety of strategies to maintain the sustainable competitive advantage in current competition conditions. The resource advantage theory, which is based on the resources and competencies of studying competitive advantage, was first revealed by Hunt and Morgan (1995) . The core proposal of the theory is that have unimitated, valuable, rare resources, providing with a competitive advantage, providing superior financial performance. In addition, according to the theory of resource advantage, market orientation is expressed as a kind of source of because it proactively provides information that provides customer satisfaction to a business to produce products appropriate to the preferences of the market parts. The aim of the study is to assess the theory of resource advantage and the importance of market orientation ining a sustainable competitive advantage and, as a result, to contribute to literature by presenting recommendations. As a result, the theory of resource advantage emphasizes the importance of providing sustainable competitive advantage in terms of demand, consumer knowledge, human motivation, business purpose and knowledge, resources, the role of management, competitive dynamics. Keywords: Sustainable Competitive Advantage, Resource Advantage Theory, Market Orientation, Resource Advantage Theory and Effects on Business JEL Classification: F10, M31, M10, D40

Keywords:

Abstract:

Today, businesses are developing various strategies to keep sustainable competitive advantage in the current competitive environment. Hunt and Morgan (1995) first introduced the resource advantage theory based on the resources and competencies of the enterprises that examined the competitive advantage. The basic proposition of the theory is that it provides superior financial performance by providing a competitive advantage to enterprises that cannot be imitated, valuable and rare. In addition, according to the theory of resource advantage, market orientation is expressed as a source of the enterprises because it provides proactive customer satisfaction information by producing an appropriate product according to the preferences of the market segments. The aim of the study is to evaluate the importance of resource advantage theory and market orientation in enterprises to achieve sustainable competitive advantage and to make suggestions to the literatüre. As a result, the importance of supply, consumer knowledge, human motivation, business purpose and knowledge, resources, the role of management, competitive dynamics, and the importance of providing sustainable competitive advantage in market direction are emphasized. Key Words: Sustainable competitive advantage, Resource advantage theory, Market orientation, Resource advantage theory and its effects on enterprises JEL Classification: F10, M31, M10, D40