Masterful operant resources, masterful marketing competences, and the masterful marketing academic

ABSTRACT

This essay argues that the three concepts of (1) firms’ operant resources, (2) firms’ masterful operant resources, and (3) masterful marketing academic competences extend S-D logic to the marketing discipline, itself. Specifically, this essay argues that individual marketing academics can, like firms, exhibit a masterful ability for addressing the marketing discipline’s important problems. We argue that this ability, this competence, can attain the status of ‘masterful’ in certain individuals and provide evidence that Professor Michael J. Baker did, indeed, have a masterful marketing competence. That is, he did indeed have a significant body of marketing knowledge, and he did indeed use this knowledge in a masterful manner to address important problems of the marketing discipline. Accordingly, he deserves the appellation ‘masterful marketing academic.’

KEYWORDS:

• S-D logic
• masterful operant resources
• masterful marketing competences
• masterful marketing academics
• Michael J. Baker

Disclosure statement

No potential conflict of interest was reported by the author(s).