Journal Press India^®

Author Details ( * ) denotes Corresponding author

The validity and applicability of resource-based theories is under serious attack today. The main argument of the resource-based theory opponents is that under an environment that demands intense diversification, resources are exhausted, so companies cannot for hope to employ resources according to their will. This paper argues that this is not so, and that resource-based theories are ever valid. Yet as with any theory, resource-based theory as well needs refreshment. It also needs to be in accord with present requirements of the fast changing business environment. This paper introduces the Strategy Diamond Methodology that, based on research in particular markets and companies, aims to show that resource-based theories can hope to survive for many years to come.

Keywords

Corporate Strategy; Strategy Implementation; Strategic Marketing

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