Asian Journal of Marketing1819-1924xxxx-xxxxAcademic Journals Inc.10.3923/ajm.2010.1.16LinderC. SeidenstrickerS. 1201041Although, today the successful ingredient branding strategies are often proved and examined beyond doubt, a management theoretical study is still lacking. Therefore, the aim of the study is to examine whether ingredient brands can be seen as a companys strategic resource at all. This study comprises the elaboration of the Ingredient Branding strategy in terms of the resource-based view of the firm. Because the value of a resource depends on the ability to manage this value appropriately, it has to be asked whether the brand management of an Ingredient Brand is one of the companys core competencies. The following argumentation in the paper shows that Ingredient Brands fulfill all requirements of the resource-based view by fostering organizational success. Furthermore, it becomes clear that its brand management consequently is one of the companys core competencies. From a management theoretical stand point, the resource-based view is an appropriate theory to explain the phenomenon of ingredient branding in the Business-to-Business sector between a supplier and an OEM.]]>Aaker, D.A.,1991Pages: 299Pages: 299Amit, R. and P.J.H. Schoemaker,1993143346Anderson, J.C., J.A. Narus and D. Narayandas,2004Bamberger, I. and T. der Wrona,199648130153Barnes, J.,19845129137Barney, J.B.,19921992Baumgarth, C.,19971997pp: 5-17pp: 5-17Bengtsson, A.,2002Bengtsson, A. and P. Servais,200534706713Berekhoven, L.,196124814820Bergler, G.,19632913Bruhn, M.,20092009pp: 226-255pp: 226-255Bugdahl, V.,199658110113Burmann, C. and J.P. Weers,20092009pp: 288-311pp: 288-311Camerer, C. and A. Vepsalainen,19889115126Collis, D.J.,199415143152Conner, K.R.,199117121154Corey, R.,1962Daft, R. and K.E. Weick,19849284295Desai, K.K. and K. Keller,2002667393Dierickx, I. and K. Cool,19893515041511Englert, J.,2000Erevelles, S., T.H. Stevenson, S. Srinivasan and N. Fukawa,200837940952Esch, T. and M. Stein,2001286468Etmer, H.,1958Fahy, J. and A. Smithee,19991999121Freter, H. and C. Baumgarth,199658482489Friedrich, S.A.,1995Bezugspunkte strategischen Denkens und Handelns: Zur Renaissance einer Starker Potentialorientierten Fuhrung.]]>1995Grant, R.M.,199133114135Hamel, G. and C.K. Prahalat,19961st Edn.,Hannan, M. and J. Freeman,198449149164Havenstein, M.,20041st Edn.,Hertzberg, W.,196310732736Hinterhuber, H.H., G. Handlbauer and K. Matzler,1997Janiszewski, C., L. Kwee and T. Meyvis,2001Janiszewski, C. and S.M.J. van Osselaer,200037331350Kainz, H.,196123704715Kak, A.,20022002Keller, K.L.,2008Kemper, A.C.,199757271274Kemper, A.C.,2000Klein, B., R.A. Crawford and A.A. Alchian,197821297326Kleinaltenkamp, M.,20012001pp: 261-270pp: 261-270Knyphausen, D.Z.,199353771792Knyphausen, D.Z.,1995Koelbel, H. and J. Schulze,1970Kotler, P. and K.L. Keller,200612th Edn.,pp: 134-138pp: 134-138Kotler, P. and W. Pfoertsch,2006Leung, C.H.,200936581Lippman, S.A. and R.P. Rumelt,198213418438Mahoney, J. and J.R. Pandian,199215363380McCarthy, M.S. and D.G. Norris,19998267285Nelson, R.R. and S.G. Winter,1982Norris, D.G.,199291931Park, C.W., S.Y. Jun and A.D. Shocker,199633453466Penrose, E.,1959Pentzlin, K.,19731973pp: 80-89pp: 80-89Pfoertsch, W., C. Linder and J. Chandler,20084571595Pfoertsch, W., C.A. Luczak, F. Beuk and J. Chandler,200711123135Pfoertsch, W. and I. Muller,2006Prahalad, C.K. and G. Hamel,1990687990Rao, A.R. and R.W. Ruekert,1994368797Rasche, C.,199353425427Rasche, C. and B. Wolfrum,199454501517Reed, R. and R. DeFillippi,19901588102Rhima, H. and L. Cooperb,200522159182Saran, A., L. Serviere and M. Kalliny,200921019Saunders, J. and A. Watt,19798114123Schmitt, P.,196915235246Schreyogg, G. and M. Kliesch,200658455476Schulze, W.,19941994pp: 127-151pp: 127-151Schumpeter, J.A.,1934Schwenk, C.,19845111128Sellert, H.,1927Simonin, B.L. and J.A. Ruth,1998353042Smit, M.,19991999pp: 66-83pp: 66-83Thiele, M.,1997Thurmann, P.,1961Unger-Firnhaber, A.E.,1996Vaidyanathan, R. and G. Brown,1997Van Osselaer, S.M. and C. Janiszewski,200128202223Venkatesh, R. and V. Mahajan,199716146165Weick, K.E.,19792nd Edn.,Pages: 303Pages: 303Wernerfelt, B.,19845171180Wieandt, A.,19946410271044Wiezorek, H. and A. Wallinger,1997Williamson, O.E.,197922233261Wolfsteiner, W.D.,1995Bergler, G.,1968Vol. 28,