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

Skoči na glavni sadržaj

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

Pregledni rad

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

Damjana Jerman
Bruno Završnik

Puni tekst: engleski pdf 192 Kb

str. 53-64

preuzimanja: 872

APA 6th Edition

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

MLA 8th Edition

Jerman, Damjana i Bruno Završnik. "CAN MARKETING CAPABILITIES LEAD TO THE COMPETITIVE ADVANTAGE OF THE FIRM?." Economic research - Ekonomska istraživanja, vol. 19, br. 1, 2006, str. 53-64. https://hrcak.srce.hr/3757. Citirano 24.04.2024.

Chicago 17th Edition

Jerman, Damjana i Bruno Završnik. "CAN MARKETING CAPABILITIES LEAD TO THE COMPETITIVE ADVANTAGE OF THE FIRM?." Economic research - Ekonomska istraživanja 19, br. 1 (2006): 53-64. https://hrcak.srce.hr/3757

Harvard

Jerman, D., i Završnik, B. (2006). 'CAN MARKETING CAPABILITIES LEAD TO THE COMPETITIVE ADVANTAGE OF THE FIRM?', Economic research - Ekonomska istraživanja, 19(1), str. 53-64. Preuzeto s: https://hrcak.srce.hr/3757 (Datum pristupa: 24.04.2024.)

Vancouver

Jerman D, Završnik B. CAN MARKETING CAPABILITIES LEAD TO THE COMPETITIVE ADVANTAGE OF THE FIRM?. Economic research - Ekonomska istraživanja [Internet]. 2006 [pristupljeno 24.04.2024.];19(1):53-64. Dostupno na: https://hrcak.srce.hr/3757

IEEE

D. Jerman i B. Završnik, "CAN MARKETING CAPABILITIES LEAD TO THE COMPETITIVE ADVANTAGE OF THE FIRM?", Economic research - Ekonomska istraživanja, vol.19, br. 1, str. 53-64, 2006. [Online]. Dostupno na: https://hrcak.srce.hr/3757. [Citirano: 24.04.2024.]

Sažetak

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.

Ključne riječi

competitive advantage; marketing capability

Hrčak ID:

3757

URI

https://hrcak.srce.hr/3757

Datum izdavanja:

1.6.2006.

Posjeta: 1.531 *