Political competitive advantage in the usa: an rbv approach

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.