Foroudi, Pantea, Hafeez, Khalid and Izadi, Javad ORCID: https://orcid.org/0000-0001-5607-5077 (2021) 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, Taylor & Francis.

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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 Chapter or Section
Additional Information:	This is an Accepted Manuscript of a book chapter published by Routledge/CRC Press in Building Corporate Identity, Image and Reputation in the Digital Era on 29 July 2021, available online: https://doi.org/10.4324/9781003080572
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
Related URLs:	Publisher Publisher
Date Deposited:	28 Sep 2020
Dates:	Date Publication status 10 September 2020 Accepted 29 July 2021 Published
School, department or research centre:	Claude Littner Business School
Keywords:	capability; competence; emotional assets; cultural and intangible assets; resources
URI:	https://repository.uwl.ac.uk/id/eprint/7336

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