CAN MARKETING CAPABILITIES LEAD TO THE COMPETITIVE ADVANTAGE OF THE FIRM?

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Economic research - Ekonomska istraživanja, Vol. 19 No. 1, 2006.

Review article

CAN MARKETING CAPABILITIES LEAD TO THE COMPETITIVE ADVANTAGE OF THE FIRM?

Damjana Jerman
Bruno Završnik

Full text: english pdf 192 Kb

page 53-64

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APA 6th Edition

Jerman, D. & Završnik, B. (2006). CAN MARKETING CAPABILITIES LEAD TO THE COMPETITIVE ADVANTAGE OF THE FIRM?. Economic research - Ekonomska istraživanja, 19 (1), 53-64. Retrieved from https://hrcak.srce.hr/3757

MLA 8th Edition

Jerman, Damjana and Bruno Završnik. "CAN MARKETING CAPABILITIES LEAD TO THE COMPETITIVE ADVANTAGE OF THE FIRM?." Economic research - Ekonomska istraživanja, vol. 19, no. 1, 2006, pp. 53-64. https://hrcak.srce.hr/3757. Accessed 5 May 2024.

Chicago 17th Edition

Jerman, Damjana and Bruno Završnik. "CAN MARKETING CAPABILITIES LEAD TO THE COMPETITIVE ADVANTAGE OF THE FIRM?." Economic research - Ekonomska istraživanja 19, no. 1 (2006): 53-64. https://hrcak.srce.hr/3757

Harvard

Jerman, D., and Završnik, B. (2006). 'CAN MARKETING CAPABILITIES LEAD TO THE COMPETITIVE ADVANTAGE OF THE FIRM?', Economic research - Ekonomska istraživanja, 19(1), pp. 53-64. Available at: https://hrcak.srce.hr/3757 (Accessed 05 May 2024)

Vancouver

Jerman D, Završnik B. CAN MARKETING CAPABILITIES LEAD TO THE COMPETITIVE ADVANTAGE OF THE FIRM?. Economic research - Ekonomska istraživanja [Internet]. 2006 [cited 2024 May 05];19(1):53-64. Available from: https://hrcak.srce.hr/3757

IEEE

D. Jerman and B. Završnik, "CAN MARKETING CAPABILITIES LEAD TO THE COMPETITIVE ADVANTAGE OF THE FIRM?", Economic research - Ekonomska istraživanja, vol.19, no. 1, pp. 53-64, 2006. [Online]. Available: https://hrcak.srce.hr/3757. [Accessed: 05 May 2024]

Abstract

The research has encompassed the analysis of sources of competitive advantage in the sample of Slovenian companies. The paper presents evidence that the development of higher levels of five vital marketing capabilities (in the areas of product differentiation, market research, new product development, generating new business ideas and firm's ability to align the operations to rapid market changes) can lead to competitive advantage. Marketing capabilities like generating new business ideas and new product development can enhance the firm’s sustained competitive advantage and thus should also be confirmed in the paper. The paper closes with the implications of the findings and highlights promising future research avenues.

Keywords

competitive advantage; marketing capability

Hrčak ID:

3757

URI

https://hrcak.srce.hr/3757

Publication date:

1.6.2006.

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