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.

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