Question

Strategic pricing is an important consideration for marketing managers. Can a marketing manager's pricing decision embody a RBV? If so, how? If not, why?

Answer 1

A marketing manager's pricing decision can certainly embody a RBV, because RBV can be separate from the pricing. If an organization has the ability to produce at a lower cost, it must do that. However, it needs to keep in mind that the thing which differentiates it from other companies should not only be a lower price.

-Resources and capabilities of organizations, not external environmental factors, to be considered for strategic decisions
-Competitive advantages are gained through acquisition and organizational resources

Pricing can be a part of your RBV, but it shouldn't be the entire resource because it's going to run out. You need to build the longevity of customer-seller relationships.