No resource is more or less important than any other. Dentistry is no more or less able to bring insights than is masonry. The configuration of the resources that are brought against competition are determined by organizational direction and the quest for market power. We should not be fighting internally over the application of one resource over another. I would like to see the day that even the general label of resource disappears.
Resources are just tools applied to a process.
Process Western marketing academics and practitioners change process every time they change content. Process can and should be held constant. Some textbooks change their process up to forty times. Every time a new area is brought forth, a new process is added. This is unnecessary and counterproductive.