Marketing resources, competitive advantage, and marketing performance: a modified TISM and MICMAC approach

Market-based resources and marketing capabilities are considered the critical elements of competitive advantage in a marketplace. However, extant literature is scant in identifying market-based resources and defining inter-linkages among them. We address this research gap with the help of the M-TISM (Modified Total Interpretive Structural Modelling) methodology. M-TISM establishes a hierarchical framework that integrates a wide range of marketing resources to explain their influence in leading competitive advantage and superior marketing performance. The study follows a systematic review approach to identify the critical factors and their inter-relationships. Considering the Resource-based View (RBV) of firms, a total of nine factors have been utilized to create the M-TISM model. The results suggest that market orientation and managerial capabilities have high driving power. Therefore, they are positioned at the lowest level of the hierarchy. Marketing performance was placed at the topmost level of the hierarchy because it has a high dependence power. However, no linkage factor has been found in our MICMAC analysis.