There is growing recognition that leveraging firm resources appears to be an essential precondition for securing a competitive position in the marketplace and also for creating value for the customer. In moving forward within the new dominant logic as espoused by Vargo and Lusch, with its focus on operant resources, this research empirically examines the role of operant resource-based capabilities as antecedents to a firm’s value offering. The findings show that firms seeking to create a superior value offering for customers should invest in and nurture operant resources-based capabilities. The heterogeneity of operant resource-based capabilities helps explain value offering differentials in which firms that emphasize strongly innovation-based capability as a dominant operant resource-based capability appear to create a superior value offering compared to those emphasizing marketing-based capability, while firms that focus strongly on production-based capability create little for the customer in value offering.
Behavioural orientationsOperant resource-based capabilitiesValue offering
Liem Viet Ngo (PhD) is a Lecturer in Marketing at Faculty of Business and Law, the University of Newcastle, Australia. His research interests include competitive strategies, business orientations, operant resource-based capabilities, customer value, and brand management. He has published in Journal of Business Research and European Journal of Marketing.
Aron O’Cass (PhD) is the Professor and Chair of Marketing at Faculty of Business and Law, the University of Newcastle. Professor O’Cass has published over 120 research papers on various issues in both consumer behaviour and strategic marketing. His publications appear in Industrial Marketing Management, Journal of Business Research, European Journal of Marketing, Journal of Economic Psychology, Journal of Product and Brand Management, Journal of Vacation Marketing, Journal of Advertising, the Journal of Consumer Behaviour and others.