Managing marketing competencies: a framework for understanding antecedents of marketing capability and its relation to company’s core competencies
Foroudi, Pantea ORCID: https://orcid.org/0000-0003-4000-7023, Foroudi, Mohammad M., Hafeez, Khalid and Izadi, Javad
(2021)
Managing marketing competencies: a framework for understanding antecedents of marketing capability and its relation to company’s core competencies.
In:
Building Corporate Identity, Image and Reputation in the Digital Era.
Melewar, T. C., Dennis, Charles
ORCID: https://orcid.org/0000-0001-8793-4823 and Foroudi, Pantea
ORCID: https://orcid.org/0000-0003-4000-7023, eds.
Routledge Studies in Marketing
.
Routledge, London, pp. 75-112.
ISBN 9780367531232, e-ISBN 9781003080572, pbk-ISBN 9780367531249.
[Book Section]
(doi:10.4324/9781003080572-5)
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 |
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Research Areas: | A. > Business School > Marketing, Branding and Tourism |
Item ID: | 31016 |
Useful Links: | |
Depositing User: | Pantea Foroudi |
Date Deposited: | 28 Sep 2020 09:10 |
Last Modified: | 20 Aug 2021 17:58 |
URI: | https://eprints.mdx.ac.uk/id/eprint/31016 |
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