MANAGING MARKETING COMPETENCIES: A framework for understanding antecedents of marketing capability and its relation to the company’s core competencies

Foroudi, Pantea, Hafeez, Khalid and Izadi. Z. D, Javad (2020) MANAGING MARKETING COMPETENCIES: A framework for understanding antecedents of marketing capability and its relation to the company’s core competencies. In: Building corporate identity, image and reputation in digital era. Routledge. (In Press)

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Abstract

Core competencies are the crown jewels of a company and, therefore, should be carefully identified, nurtured and developed. Based on the resource-based theory, this study explores how core competence can lead to firms’ competitive advantage, and how a marketing firm can identify its core competence in the sector to attain competitive advantage.

Item Type: Book Section
Additional Information: This is an Accepted Manuscript of a book chapter due to be published by Routledge/CRC Press in 'Building corporate identity, image and reputation in digital era'. The final published chapter will be available online at: https://www.routledge.com and https://www.crcpress.com
Uncontrolled Keywords: capability; competence; emotional assets; cultural and intangible assets; resources
Subjects: Business and finance > Business and management > Business operations
Business and finance > Business and management > Business systems
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Depositing User: Javad Izadi Zadeh Darjezi
Date Deposited: 28 Sep 2020 08:48
Last Modified: 01 Oct 2020 17:51
URI: http://repository.uwl.ac.uk/id/eprint/7336

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