Abstract:
Awareness of the breadth and significance of Wroe Alderson's theories are fading
from the consciousness of younger generations of marketing academics. This paper
re-introduces a core part of Aldersonian thought, differential advantage, both by
describing it and its significance and by illustrating its descriptive and analytical
power in a case study. Using the operations of Dabur India Limited, an Indian transnational
engaged in the manufacturing and marketing of a variety of natural and herb
based health and personal care products, the descriptive and normative power of the
concept of differential advantage is illustrated.
