Political competitive advantage in the usa: an rbv approach

ABSTRACT

In the last decade, attention was given to the distinctive role of organizational resources and capabilities in the achievement of higher performance via the resource-based view tool (RBV). However, RBV research has not given attention to the role of specific resources and capabilities in gaining a political competitive advantage. Drawing from the literature on marketing and strategic management, this study develops a model of drivers and outcomes of political marketing strategies in the U.S.A. Data were collected from 128 U.S. elected politicians. Using factor analysis, the current study identifies two new factors regressed with the 4Ps Marketing Strategy: (a) ”Personality and Capability to Stand Behind Ideas”, and (b) ‘Financial Resources to Fund Opposition Research’. In turn, the study points out that the adoption of the 4Ps Political Marketing Strategy significantly increases the potential to gain a Political Competitive Advantage. Several implications are drawn from the study findings and further directions for future research are provided.

KEYWORDS:

• Political resources and capabilities
• political marketing strategy
• political competitive advantage

Statement of contribution to the editors and reviewers

This study addresses the paucity of research that operationalizes resources and capabilities as drivers of a politician’s competitive advantage and provides a mechanism to understand the importance of a 4Ps political marketing strategy via the RBV. It also provides political stakeholders with a structure of how to deconstruct their marketing strategy to gain political competitive advantage; this will support the development of policy formation, leadership, party management, and the long‐term strategic marketing management process.

Acknowledgments

The researcher would like to take this opportunity to acknowledge the time and effort devoted by the Deputy Editor and the reviewers of the Journal of Marketing Communications. Their insightful and helpful comments enhanced the value of this manuscript. The researcher would also like to thank Dr. Katerina Pavlou (Cyprus Institute of Marketing) for her valuable help in analyzing the results of this study. Her contribution added much value to this study and was of prime importance to its completion.

Disclosure statement

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