A general theory of business marketing: R-A theory, Alderson, the ISBM framework, and the IMP theoretical structure

► Resource-advantage (R-A) theory is argued to be a theory of B2B and B2C marketing ► R-A theory extends Alderson's theory of market processes ► R-A theory accommodates ISBM's normative, Value Delivery Framework ► R-A theory shares numerous commonalities with the IMP framework ► R-A theory's "relational resource" concept accommodates IMP relationships