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| Author: | Zander, I. Zander, U. |
| Title: | The inside track: On the important (but neglected) role of customers in the resource-based view of strategy and firm growth |
| Journal: | Journal of Management Studies
2005 : DEC, VOL. 42:8, p. 1519-1548 |
| Index terms: | customer relations competitive advantage company growth |
| Language: | eng |
| Abstract: | This paper argues for the important role of customers as a source of competitive advantage (here as: comp-adv.) and firm growth. Penrose's (1959) notion of an 'inside track' is conceptualized. It is illustrated how in-depth knowledge about established customers combines with joint problem-solving activities and the rapid assimilation of previously unexploited skills and resources. The 'inside track' is suggested to represent a distinct and possibly underestimated way of generating rents and securing long-term growth which also implies that the sources of sustainable comp-adv. can be sought in idiosyncratic interfirm relationships rather than within the firm itself. |
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