Recent trends in higher education institutions and relationship marketing's effect on higher education institutions in perspective of resource advantage theory: Usak University

It is becoming increasingly important for higher education institutions to be a trusted institution at least in some relation networks in order to compete effectively in terms of recent trends and developing competition conditions in higher education institutions. For R-A theory, competition is the constant struggle among firms for comparative advantages in resources that will yield marketplace positions of competitive advantage for some market segments and, thereby, superior performance. In this study, relationship marketing, competence based and resource based factors effect on marketplace position of competitive advantage, alliance performance and bussiness performance within the framework of usak university education alliance have been tested in the integrated model based on resource advantage theory.