The classification of customer- and brand-oriented marketing capabilities

2015 ◽  
Vol 3 (1) ◽  
pp. 26-44
Author(s):  
Katharina Buttenberg
Keyword(s):  
Competitive Advantage ◽  
Customer Orientation ◽  
Theory Of The Firm ◽  
Review Article ◽  
Marketing Capabilities ◽  
Brand Orientation ◽  
Resources And Capabilities ◽  
Inside Out ◽  
Resource Based Theory

According to the Resource-Based Theory of the Firm, companies need to acquire and develop a unique set of resources and capabilities to gain a competitive advantage in the market. In the last decade, a number of studies have focused on marketing capabilities. However, there has been no clear classification between marketing capabilities directed towards the development of the brand from the inside out and customer-oriented capabilities, integrating the customer in the process. Purpose of this review is to clearly classify marketing capabilities and define the differences between brand-orientation and customer-orientation. A structure is proposed to better classify marketing capabilities and pave the way for further research. This review article is providing a structure for the Resource-Based Theory of the firm for improving the classification of resources and capabilities. 

Resource-Based Strategy for Knowledge Management

2011 ◽  
pp. 43-86
Author(s):  
Petter Gottschalk
Keyword(s):  
Economic Theory ◽  
Knowledge Management ◽  
Strategic Management ◽  
Competitive Advantage ◽  
Recent Work ◽  
Business Strategy ◽  
Theory Of The Firm ◽  
Resources And Capabilities ◽  
New Perspective ◽  
Internal Side

Business strategy has traditionally focused on products and services to gain competitive advantage. Recent work in the area of strategic management and economic theory has begun to focus on the internal side of the equation — the firm’s resources and capabilities. This new perspective is referred to as the resource-based theory of the firm.

Marketing innovation and sustainable competitive advantage of manufacturing SMEs in Ghana

2019 ◽  
Vol 57 (7) ◽  
pp. 1535-1553 ◽  
Author(s):  
Daniel Quaye ◽  
Isaac Mensah
Keyword(s):  
Competitive Advantage ◽  
Manufacturing Industries ◽  
Marketing Capabilities ◽  
Resource Based View ◽  
Content Type ◽  
Metal Fabrication ◽  
Furniture Manufacturing ◽  
Marketing Resources ◽  
Physical Resources ◽  
Resources And Capabilities

Purpose The purpose of this paper is to establish how small- and medium-sized enterprises (SMEs) in water, beverage, soap, detergent, metal fabrication, wood and furniture manufacturing industries can sustain or improve their competitive advantage by integrating specific resources and capabilities. The paper seeks to offer an alternative framework “resource capability-based view (RCBV)” that provides a strategic marketing direction for SMEs regarding how innovative marketing practices and dynamic marketing capabilities integrate to create sustainable market advantage. Design/methodology/approach This current paper employed a quantitative survey design with a positivist methodological research paradigm. The paper used a multi-stage stratified and simple random sampling technique to collect data from 591 manufacturing SMEs in Ghana. SMEs in water, beverage, soap, detergent, metal fabrication, wood and furniture manufacturing industries were sampled for the study. A structural equation model was employed to test the study hypotheses to arrive at the findings. Findings The study found that product design and packaging innovations, promotion innovations, retail innovations and pricing innovations provide sustainable market advantage for water, beverage, detergent and metal fabrication SMEs. The paper also found that new product designs and packages are the major drivers of sustainable market advantage followed by innovative retail outlets. The paper further originated that integrating marketing competence (marketing resources and marketing capabilities) and innovative marketing activities provides a marginal improvement in competitive advantage. Physical resources may result in market advantage but integrating physical resources with dynamic marketing capabilities provides sufficient competitive sustainability in a competitive market. Practical implications SMEs in water, beverage, soap, detergent, metal fabrication, wood and furniture manufacturing industries should prioritise their key marketing resources and capabilities in product designs, promotion, pricing and retailing innovations in order to sustain market advantage. Old products should not be faded from the market but rather SME managers should employ innovative retail strategies, such as eco-friendly advertising, product re-branding and digital platforms (social network sites and websites), which are important to sustaining market performance. Government must develop targeted policies to bridge the information gap between SMEs and research institutions such as universities through regular subsidised entrepreneurial training and creation of semi-annual industry-academic fairs. The main theoretical contribution of this current paper is the development of “RCBV” as a framework which shows how SMEs can integrate specific resources and capabilities to achieve sustainable market advantage. This framework offers an integrative view of conventional resource-based view and dynamic capability theory (DCT) which are independently examined in the literature. Originality/value This current study has proposed an integrated and elaborative approach to the conventional resource-based view and DCT which does not provide a composite understanding in the literature. SMEs may lack the needed resources and capabilities to introduce new products or extant product lines but this paper has demonstrated that how SME can sustain market advantage of existing product(s) by synchronously using specific marketing resources and capabilities. The proposed framework offers a guide for SMEs to integrate their physical resources and capabilities to sustain their market advantage.

scholarly journals Analysis of Foundations of Resource-Based Theory

2014 ◽  
Vol 13 (2) ◽  
pp. 10-24
Author(s):  
António José Pinto Pedrosa ◽  
Fernando Manuel Pereira Oliveira Carvalho
Keyword(s):  
Decision Making ◽  
Competitive Advantage ◽  
Strategic Decision ◽  
Strategic Decision Making ◽  
Business Managers ◽  
Economic Sectors ◽  
Conceptual Approach ◽  
Resources And Capabilities ◽  
And Performance ◽  
Resource Based Theory

The assumptions of the resource-based theory (RBV) are often tested using an approach centered on the heterogeneity of resources, allowing only identify specific resources or capabilities that should be exploited to achieve competitive advantage. In this paper we use a conceptual approach seeking to test whether value, rare and inimitable combinations of resources and capabilities, rather than their specificity, achieve competitive advantage and performance. The results obtained from 368 questionnaires validated by business managers of several Portuguese economic sectors show that the increase in value, rarity and inimitability of the combinations tested, raises the company's competitive advantage, and that performance is achieved by this route. The findings are of interest for the development of the field of strategic management and for managers enabling strategic decision-making based on valuable, rare and inimitable company`s resources and capabilities combinations.

Exploring the Sources of the Competitive Advantage of Logistics Service Providers

2017 ◽  
pp. 163-184
Author(s):  
Eric Lambourdière ◽  
Jérôme Verny ◽  
Elsa Corbin
Keyword(s):  
Competitive Advantage ◽  
Dynamic Capabilities ◽  
Service Providers ◽  
Theory Of The Firm ◽  
Business Environment ◽  
Archival Data ◽  
Logistics Service ◽  
Logistics Service Providers ◽  
Resources And Capabilities ◽  
And Performance

This chapter describes and analyzes how logistics service providers (LSPs) differ in the resource management decisions they make to gain competitive advantage in a rapidly changing and uncertain business environment. The resource-based theory of the firm and dynamic capabilities are employed as a theoretical backdrop. Using archival data, the authors find that four case LSPs structure and bundle their resource portfolios to build capabilities, which they leverage to create and maintain value for their customers. Leveraging strategies employed by the LSPs are influenced by their environmental contexts, leading to different strategies and performance levels among the firms. This research enhances understanding of the constructive impact that resources and capabilities can have on the performance of LSPs.

scholarly journals EXPLORING COGNITIVE RENT : A STRATEGY FOR COUNTERING ALGORITHMS

2021 ◽  
Author(s):  
Sébastien Bourbon
Keyword(s):  
Competitive Advantage ◽  
Theory Of The Firm ◽  
Competitive Advantages ◽  
Market Strategy ◽  
Increasing Risk ◽  
Resource Based Theory

Covid-19 and the increasing risk of disruption caused by algorithms have led companies to reconsider their market strategy and seek out new competitive advantages. Building up cognitive rent could be one way of achieving this, as long as businesses are able to successfully explore and exploit the knowledge they acquire. This article focuses exclusively on exploring and acquiring cognitive rent, using the resource-based theory of the firm that considers knowledge as a way to drive a company’s ability to compete. Cognitive rent offers theoretical, operational, and strategic elements that enable organisations to improve the quantity and the quality of their resources. This potentially provides inroads for new competitive advantage and protection against the risk of market platformisation.

scholarly journals Resources, competitiveness, and socioeconomic development: The case of a South American emerging economy

2019 ◽  
Vol 34 (1) ◽  
pp. 68-87 ◽  
Author(s):  
Abel D Alonso
Keyword(s):  
Competitive Advantage ◽  
Regional Development ◽  
Socioeconomic Development ◽  
Theory Of The Firm ◽  
External Factors ◽  
Future Research ◽  
South American ◽  
Public And Private ◽  
Face To Face ◽  
Resource Based Theory

This study contributes to the regional development and entrepreneurship literature, examining the significance of resources in the context of Uruguay’s main industries for the nation’s socioeconomic development through the lens of the resource-based theory of the firm. Face-to-face interviews were conducted with 47 key informants representing public and private entities. Alignments between the findings and the resource-based theory of the firm emerged, in that strategies implemented to improve the competitiveness of main Uruguayan industries were based on valuable, rare, imperfectly imitable, and non-substitutable resources. However, decisive external factors triggering demand, investments, and modernisation are equally significant in generating competitive advantage. A refinement of the resource-based theory of the firm based on the study’s results is proposed; implications are discussed; and future research opportunities suggested.

The Economic Theory of the Firm: A Generalization

2012 ◽  
pp. 41-66 ◽  
Author(s):  
M. Storchevoy
Keyword(s):  
Economic Theory ◽  
General Theory ◽  
Contract Theory ◽  
Theory Of The Firm ◽  
Material Structure ◽  
Structural Factors ◽  
Boundaries Of The Firm ◽  
Opportunistic Behaviour ◽  
New Variant

The paper deals with development of a general theory of the firm. It discusses the demand for such a theory, reviews existing approaches to its generalization, and offers a new variant of general theory of the firm based on the contract theory. The theory is based on minimization of opportunistic behaviour determined by the material structure of production (a classification of ten structural factors is offered). This framework is applied to the analysis of three boundaries problems (boundaries of the job, boundaries of the unit, boundaries of the firm) and five integration dilemmas (vertical, horizontal, functional, related, and conglomerate).

Discovering a Rosetta Stone for Firm-Side Authenticity: An Empirical Investigation

2016 ◽  
Vol 5 (1) ◽  
Author(s):  
Ian Parkman ◽  
Samuel Holloway
Keyword(s):  
Competitive Advantage ◽  
Empirical Investigation ◽  
Identity Management ◽  
Academic Research ◽  
Corporate Identity ◽  
Organizational Contexts ◽  
Rosetta Stone ◽  
Innovation Capacity ◽  
Resources And Capabilities ◽  
Four Quadrant

While most academic research has considered authenticity from the consumers perspective, this paper proposes and tests a new empirical operationalization of Beverlands (2005) widely cited proposition that firm-side authenticity is…partly true and partly rhetorical (p.1008). Our study presents a model based on the Competitive Advantage (CA) that results from congruence between the partly true aspects of the firms internal culture, resources, and capabilities measured as Innovation Capacity (IC), alongside Corporate Identity Management (CIM) as the organizations partly rhetorical outwardly-directed corporate branding and marketing promotions activities. Our findings are interpreted through a four-quadrant Rosetta Stone framework for evaluating firm-side authenticity across organizational contexts and environments describing how high-IC/high-CIM (i.e., Authentic) firms create differentiation from low-IC/low-CIM Inauthentic organizations and low-IC/high-CIM Faux Imitators competitors who attempt to compensate for their lack of IC through increased investments in CIM.

Borderline conditions in dermato-oncology

2021 ◽  
pp. 49-59
Author(s):  
S. P. Seleznev ◽  
O. B. Tamrazova ◽  
V. Yu. Sergeev ◽  
V. G. Nikitaev ◽  
A. N. Pronichev
Keyword(s):  
Squamous Cell Carcinoma ◽  
Clinical Presentation ◽  
Digital Processing ◽  
Review Article ◽  
Diagnostic Systems ◽  
Stepwise Approach ◽  
Cascade Models ◽  
Precancerous State

This review article provides an overview of the etiology, pathogenesis, clinical presentation, diagnosis, and treatment methods for actinic keratosis, keratoacanthoma, and Bowen’s disease. The provoking factors are described, where the main importance is attached to insolation, previous immunosuppression and immunodeficiency and trauma. The pathogenesis of these diseases is described in the form of cascade models. Various clinical forms and their main dermatoscopic features, suitable for digital processing in automated diagnostic systems, are presented. A stepwise approach to the treatment of these nosologies is described, and a preliminary prognosis is assessed based on the duration of progression and the likelihood of transformation into squamous cell carcinoma. Given the fact that dermato-oncologists have not yet come to a consensus on the classification of the described diseases, in this article they are considered as a borderline, thereby demonstrating a fine line of transition from a precancerous state to cancer in situ.

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