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The role of marketing capabilities for the competitive advantage in the Slovenian market [Elektronski vir]Završnik, Bruno ; Jerman, Damjana, 1972-In the paper it's proposed a framework with capabilities-based view of the firm to explain how marketing capabilities can enhance sustained competitive advantage of the firm. Specifically, it is ... suggested that marketing capabilities are important determinants of sustained competitive advantage of the firm. Marketing processes within the firm require many specific capabilities that enable the firm to carry out activities necessary to move its products or services through the value chain. It should be explored the role of distinctive marketing capabilities in competitive strategy of the company. As sources of competitive advantage, companies try to create their product or service differentiation by developing new product or service, by using their knowledge to solving marketing problems, by aligning the firm's operations to changing conditions in the market and by satisfying customer's needs. Marketing capabilities like generating new business ideas and new product development can enhance the firm's sustained competitive advantage and thus should also be confirmed in the paper. The paper closes with the implications of the findings and highlights promising future research avenues.Source: Economic integrations, competition and cooperation [Elektronski vir] (15 str.)Type of material - conference contributionPublish date - 2005Language - englishCOBISS.SI-ID - 8410652
Author
Završnik, Bruno |
Jerman, Damjana, 1972-
Topics
Tržni mehanizem |
Konkurenčna prednost |
Merjenje učinkovitosti |
Slovenija |
Mednarodna posvetovanja |
Slovenia |
Strategic marketing |
Business-to-Business companies |
Slovenija |
Konkurenčni procesi |
Primerjalna analiza |
Mednarodna posvetovanja |
marketing |
trženje |
konkurenca |
prednost |
trg |
Slovenija |
tržne raziskave |
strategija trženja |
podjetje |
elektronsko poslovanje |
podjetništvo
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Database name | Field | Year |
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Završnik, Bruno | 11974 |
Jerman, Damjana, 1972- | 28240 |
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