Download A Focused Issue on The Marketing Process in Organizational by Professor of Strategy and Technology Management Ron Sanchez, PDF

By Professor of Strategy and Technology Management Ron Sanchez, Jorg Freiling

This primary quantity of "Research in Competence-Based administration (RCBM)" signs the release of a long-awaited outlet for peer-reviewed study papers contributing to development of competence-based administration thought. every one quantity in "RCBM" might be all in favour of a key element of competence conception. the focal point during this quantity on "The advertising and marketing procedure in Organizational Competence" displays the basic marketplace orientation in competence theory's foundational options and theoretical improvement. Papers during this quantity discover key elements of the typical conceptual foundations of competence and advertising theories, and support to clarify the good relevance of selling idea for competence-based administration thought and perform, in addition to the relevance of competence idea for advertising concept and perform. Papers via authors from either the promoting and competence fields complicated the character of the promoting technique and make clear the ways that the selling method is vital to construction and leveraging organizational competences.

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Extra info for A Focused Issue on The Marketing Process in Organizational Competence, Volume 1 (Research in Competence-Based Management) (Research in Competence-Based Management)

Sample text

Firm-specific resources are those, which a firm owns or tightly controls. Firm-addressable resources are those, which a firm does not own or tightly control, but which it can arrange to access and use from time to time. Firms use resources in some form of coordinated deployment of assets and capabilities to create, produce, and provide offerings to markets. These coordinated deployments of resources constitute competences when they lead to positive market responses that help a firm achieve an acceptable level of attainment of the firm’s goals.

Cambridge, MA: Belknap Press. 40 JEFF D. BRAZELL ET AL. Penrose, E. (1959). The theory of the growth of the firm. London: Basic Blackwell. Petts, N. (1997). Building growth on core competences – a practical approach. Long Range Planning, 30(4), 551–561. Peteraf, M. A. (1993). The cornerstones of competitive advantage: A resource-based view. Strategic Management Journal, 14(3), 179–191. Powell, T. C. (1992a). Organizational alignment as competitive advantage. Strategic Management Journal, 13(2), 119–134.

An alternative explanation might be found in the relationship between internal efficiency and performance. From an internal efficiency standpoint, we would expect that as the gap between the company current offering and the company competent offering decreases performance would increase. The gap between Company X’s current and competent offerings was clearly larger than the gap between Strategic Competence and Customer Value 37 Competitor Y’s current and competent offerings. Given that we have already noted that performance measures indicated that Competitor Y outperformed Company X, this finding suggests that a company that offers products and services, which fit its competences better also has better performance.

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