Pursuing competitive advantages in the interactive digital marketplace and resource-advantage (R-A) theory of competition: a research agenda.

Given the exponentially growing rate of technological innovations, changing landscape of market competition, and evolving sources of competitive advantages, the current commentary – on the foundations of resource-based research streams and resource-advantage (R-A) theory of competition – aims to facilitate the scholarly dialogue on pursuing competitive advantages in the interactive digital marketplace. We position our commentary within the broader body of research to refine the current understanding of the relationships among resources, capabilities, and performance in the interactive digital marketplace. This assessment uncovered five research directions that we posit will shape the future of resource-based research addressing competitive advantages in the interactive digital marketplace. We close with a corresponding research agenda to guide scholars across disciplines looking to extend our understanding of organisational competitive advantage for the years to come. [ABSTRACT FROM AUTHOR]