They suggest that further work is
required to identify and document how particular market-based assets and capabilities
contribute to generating and sustaining specific forms of customer value. There needs to be
particular analysis of the interaction between market-based assets and market-facing processes
as well as their linkages to customer value dimensions. They also suggest the need for
the RBV and marketing to directly relate marketplace (i.e., customer) changes to the need for
changes in key resources