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, Hafeez, Khalid and Izadi, Javad (2020) 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 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. . [Book Section] (Accepted/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.

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