<P> During the 1990s , the resource - based view ( also known as the resource - advantage theory ) of the firm became the dominant paradigm in strategic planning . RBV can be seen as a reaction against the positioning school and its somewhat prescriptive approach which focused managerial attention on external considerations , notably industry structure . The so - called positioning school had dominated the discipline throughout the 1980s . In contrast , the emergent resource - based view argued that the source of sustainable advantage derives from doing things in a superior manner ; by developing superior capabilities and resources . Jay Barney 's article , `` Firm Resources and Sustained Competitive Advantage '' ( 1991 ) , is seen as pivotal in the emergence of the resource - based view . </P>
<P> During the 1990s , the resource - based view ( also known as the resource - advantage theory ) of the firm became the dominant paradigm in strategic planning . RBV can be seen as a reaction against the positioning school and its somewhat prescriptive approach which focused managerial attention on external considerations , notably industry structure . The so - called positioning school had dominated the discipline throughout the 1980s . In contrast , the emergent resource - based view argued that the source of sustainable advantage derives from doing things in a superior manner ; by developing superior capabilities and resources . Jay Barney 's article , `` Firm Resources and Sustained Competitive Advantage '' ( 1991 ) , is seen as pivotal in the emergence of the resource - based view . </P>
who came up with the resource based view
who came up with the resource based view
Jay Barney
Jay Barney