Realities and Illusions of Defending Competitive Advantage

Demetris Vrontis is Professor at the School of Business of the University of Nicosia (Cyprus), Executive President of the EuroMed Academy, and Managing Director of the Gnosis Mediterranean Institute for Management Science. He is listed by Stanford University among the top 2% of scientists worldwide (career and year) across all scientific disciplines.Riad Shams is Assistant Professor of Marketing and PhD Program Leader at Newcastle Business School, Northumbria University. He serves on the Board of the Northern Advanced Research Training Initiative (UK) and is a Fellow of the Higher Education Academy. Dr. Shams is also Associate Editor of the Journal of Social Entrepreneurship.Alkis Thrassou is Professor at the School of Business of the University of Nicosia (Cyprus), Director of Gnosis Mediterranean Institute for Management Science and is listed by Stanford University among the Top 2% Scientists in the world (year), across all scientific disciplines. Vijay Pereira is Professor, Founder and Managing Director of the Growth, Productivity, and Entrepreneurship Centre of Excellence (GPEC-X) in London, UK. He holds the adjunct positions of Distinguished Full Professor at the Goa Institute of Management (GIM), India, University of South Pacific, Fiji, and Visiting Professorship at the Indian-Institute-of-Management, Indore, India.

• 1. Introduction: The Resource-Based View and Sustainable Competitive Advantage: Theoretical Advances and Practical Implications 2. Blockchain as a resource for building trust in pre-owned goods’ marketing: a case of automobile industry in an emerging economy 3. Marketing resources, competitive advantage, and marketing performance: a modified TISM and MICMAC approach 4. Developing sustainable competitive advantages from the lens of resource-based view: evidence from IT sector of an emerging economy 5. How can hotels create sustainable competitive advantages? A resource-based view 6. Ambidextrous positioning of Asian IVCs and CVCs from a knowledge-based view 7. Resource-based view and sustainable advantage: a framework for SMEs 8. Revisiting the resource-based view (RBV) theory: from cross-functional capabilities perspective in post COVID-19 period 9. The fluid journey: Unreal real or real unreal? Consumer resources in the physical and virtual realms