aMaster of Business Administration, Semnan University, Semnan, Iran
bMaster of Bussiness Administration, Khaje Nasir Toosi University of Technology, Tehran, Iran
cPhd Student, Management of Technology, Allameh Tabata'ie University, Tehran, Iran
Online published on 9 October, 2014.
Research has shown that today, knowledge and intangible capitals are the main strength of organization in knowledge based economy and have led organization to success. The general model of Resource Advantage theory is that firm resources are leveraged to provide for competitive advantage resulting in better firm performance. Studies on the resource advantage theory show that competitive advantage based on the intangible capitals and for especial on four factor.(human capital, organizational capital relational capital, informational capital).huge number of studies have emphasized the role of marketing capability in achieve or maintain the competitive advantage and in this study we study the impact of four elements of organizational intangible capitals (human capital, relational capital, structural capital, information capital) on the marketing capabilities and finally present a model to enhance marketing capabilities.
Resource Advantage theory, intangible capital, marketing capability
