The Contribution of Marketing 3.0 for the Strategic Management of Competitive Advantages of Organizations

2018 ◽  
pp. 342-358
Author(s):  
Maria Beatriz Marques
Keyword(s):  
Strategic Management ◽  
Competitive Advantage ◽  
Conceptual Model ◽  
Customer Loyalty ◽  
Intellectual Capital ◽  
Intangible Assets ◽  
Competitive Advantages ◽  
Digital World ◽  
Spiritual Nature

The main objective of this chapter is to analyze the concept of competitive advantage of organizations from the study and valuation of their intangible assets. The evolution of marketing is analyzed from the materiality of the commercial transactions of purchase and sale of products and services, to the intangible aspects inherent to the transactional process, based on intellectual capital and values of spiritual nature. In the context of a new cosmogony, the authors conclude on the deciding role of the intangible assets of organizations in order to create their competitive advantage, based on the concepts of value, satisfaction, trust, and customer loyalty. They conclude with a proposal of a conceptual model for the sustainability of organizations in the transition from the traditional to the digital world.

scholarly journals Development of the intellectual capital of an enterprise as a competitive advantage in production management

2021 ◽  
Vol 188 (3-4) ◽  
pp. 134-140
Author(s):  
Olga Voronkova ◽  
◽  
Olga Stepanenko ◽  
Nazim Balamirzoev ◽  
Svetlana Makarenko ◽  
...  
Keyword(s):  
Competitive Advantage ◽  
Intellectual Capital ◽  
Production Management ◽  
Intangible Assets ◽  
Empirical Studies ◽  
Theoretical Studies ◽  
Competitive Advantages ◽  
Industrial Management ◽  
Key Factor ◽  
Strategic Success

The main purpose of the study is to investigate the development of the intellectual capital of an enterprise as a competitive advantage of industrial management. Taking into consideration theoretical studies and overviews of the experience of Russian firms today, it can be stated that Russian businesses are primarily based on the current conditions for the survival of companies, rather than on generating potential business opportunities, which does not lead to the creation of intangible assets and the formation of intellectual capital. At the same time, the majority of managers share the opinion of scientists that the formation and creation of the intellectual capital of an organization is a key factor in ensuring the company’s strategic success. A business that pays more attention to the growth of intellectual resources and production of intangible assets has greater competitive advantages. Based on the findings of different empirical studies, it can be argued that the organization’s management perceives intellectual capital as a component that ensures success, competitive advantage, and, ultimately, the company’s economic development.

scholarly journals Management Intellectual Capital and its Role in Achieving Competitive Advantages at Jordnanian Private Universities

2020 ◽  
Vol 10 (2) ◽  
pp. 92
Author(s):  
Khulah Qassas ◽  
Ahmad Areıqat
Keyword(s):  
Social Sciences ◽  
Competitive Advantage ◽  
Intellectual Capital ◽  
Quality Of Education ◽  
Relational Capital ◽  
Competitive Advantages ◽  
Structural Capital ◽  
The University

This study aimed to identify the role of intellectual capital (human capital, structural capital, and relational capital) in achieving competitive advantage (quality of education, flexible and responsive, and innovation) at Al-Ahliyya Amman University, to achieve these goals, the researcher used the descriptive and analytical approach. The study tool in collecting information and data was a questionnaire distributed to all the university's employees, who numbered (630) individuals. The data, the study questions and hypotheses were analyzed through the Statistical Package for Social Sciences (SPSS).The study concluded some results, the most important is: The structural capital and its components (combined) have a statistically significant effect on achieving competitive advantage. The researcher recommend the necessity of dealing with intellectual capital as a major and strategic resource for the university and considering it the real wealth that guarantees universities the ability to adapt to achieve a competitive advantage in them.

It’s just not fair: exploring the effects of firm customization on unfairness perceptions, trust and loyalty

2014 ◽  
Vol 28 (6) ◽  
pp. 484-497 ◽  
Author(s):  
Bang Nguyen ◽  
Philipp “Phil” Klaus ◽  
Lyndon Simkin
Keyword(s):  
Conceptual Model ◽  
Customer Loyalty ◽  
Linear Regression Analysis ◽  
Perceived Fairness ◽  
Content Type ◽  
Negative Perceptions ◽  
Loyalty Intentions ◽  
And Behavior ◽  
Development And Validation

Purpose – The purpose of this study is to (a) develop a conceptual framework exploring the relationships between perceived negative firm customization, unfairness perceptions, and customer loyalty intentions, and (b) investigate the moderating effects of trust in these relationships. The study explores how customizing offers to match customers’ individual needs and how treating customers differentially provoke unfairness perceptions among those not being considered most important. While the literature discusses unfairness perceptions of pricing, promotion, and service, less is known about unfairness in customization practices. Design/methodology/approach – Using a survey approach, 443 completed questionnaires we collected. Following validation of our item measures, a hierarchical linear regression analysis was conducted to test the conceptual model and hypothesized linkages between our constructs. Findings – The results demonstrate that customers’ negative perceptions of customization increase their unfairness perceptions. Unfairness perceptions drastically reduce customer loyalty intentions with trust acting as a significant moderator. Trust increases loyalty intentions even when unfairness perceptions are present. Our findings provide a foundation for understanding how firms may improve their perceived fairness. This increase in perceived fairness creates positive attributions, reduces negative customer experience perceptions and increases loyalty intentions. Originality/value – Key contribution is the development and validation of a conceptual model explaining the linkages between firm customization and unfairness perceptions, firm customization and customer loyalty intentions and the moderating role of trust between these relationships. This study extends the understanding of how customization practices impact unfairness perceptions and, subsequently, influence consumers’ perceptions, intentions and behavior.

scholarly journals The Role of Green Intellectual Capital on Competitive Advantage: Evidence from Balinese Financial Institution

2019 ◽  
Vol 3 (3) ◽  
pp. 227
Author(s):  
Anak Agung Putu Gede Bagus Arie Susandya ◽  
Putu Diah Kumalasari ◽  
Ida Ayu Ratih Manuari
Keyword(s):  
Human Capital ◽  
Competitive Advantage ◽  
Intellectual Capital ◽  
Financial Institution ◽  
Critical Factor ◽  
Research Field ◽  
Relational Capital ◽  
Innovation Research ◽  
Structural Capital

The purpose of this study is to analyze the role of green intellectual capital on competitive advantage of Lembaga Perkreditan Desa (Balinese Financial Institution). The study tested by using data collected from a sample of 120 respondents that were randomly picked from 35 Lembaga Perkreditan Desa in Denpasar. Findings suggested that green human capital, green relational capital, and green structural capital affect competitive advantage at 17.6%. Furthermore, green human capital and green structural capital had positive effect on competitive advantage. Meanwhile, green relational capital did not affect competitive advantage. The eco-friendly concept remains a critical factor to gain company’s competitive advantage. This study provides insight into green innovation research field.

The Conundrum of Valuing a Company`s Intellectual Capital

2010 ◽  
pp. 1848-1861
Author(s):  
Luiz Antonio Joia ◽  
Paulo Sérgio da Silva Sanz
Keyword(s):  
Field Study ◽  
Intellectual Capital ◽  
Intangible Assets ◽  
Academic Literature ◽  
Study Methodology ◽  
Relationship Capital ◽  
A Company ◽  
Insight Into ◽  
Made In

Since the early 1990s, research has been conducted in an attempt to establish a viable and reliable manner of measuring the intangible assets, also referred to as the intellectual capital, of companies. Several models have been devised, most of them using indicators to evaluate the intangible assets of a given undertaking. In this chapter, exploratory field study methodology is used to analyse the behaviour of the “customer retention” indicator, which has been widely used to evaluate a company’s relationship capital. Two of the largest Brazilian e-retailing groups are analysed in order to obtain an in-depth insight into the behaviour of their frequent customers via their digital channel. Conclusions are presented, indicating that the role of frequent customers in e-retailing companies can sometimes be widely divergent from that presented in existing academic literature. Finally, recommendations are made in order to reach a clearer understanding of the conundrum of valuing a company’s intellectual capital via taken-for-granted indicators.

The Role of ICTs and the Management of Multinational Intellectual Capital

2011 ◽  
pp. 2457-2472 ◽  
Author(s):  
Mirghani S. Mohamed ◽  
Mona A. Mohamed
Keyword(s):  
Competitive Advantage ◽  
Information And Communication Technologies ◽  
Intellectual Capital ◽  
Communication Technologies ◽  
Supply Network ◽  
Global Knowledge ◽  
Knowledge Based ◽  
Information And Communication ◽  
Governance Strategy

This chapter provides a systematic multidisciplinary framework that defines the role of technology in leveraging IC across borders and between headquarters and subsidiaries. In reaching this conclusion, this chapter investigates the strategic importance of Information and Communication Technologies (ICTs) in the management of Intellectual Capital (IC) within a Multinational Company (MNC) ecosystem. The chapter addresses the transubstantiation of MNC into boundaryless Global Knowledge-Based Organization (GKB-MNC) which ultimately propagates into Learning MNC (LMNC). The latter is a suggested MNC category that sustains competitive advantage through systemic adoption of “Knowledge Iterative Supply Network (KISN)” model proposed by the authors. The chapter suggests a new multinational ICT/IC governance strategy that handles the emerging complexities associated with modern intangible resource synthesis.

Using Strategic Management Accounting Practices to Measure and Manage Intellectual Capital

2020 ◽  
pp. 37-62
Author(s):  
Rui Alexandre R. Pires ◽  
Maria do Céu Gaspar Alves ◽  
Catarina Fernandes
Keyword(s):  
Strategic Management ◽  
Intellectual Capital ◽  
Value Chain ◽  
Management Accounting ◽  
Target Costing ◽  
Knowledge Based ◽  
Strategic Management Accounting ◽  
Innovation Capacity ◽  
External Relationships

The main purpose of this chapter is to examine the role of management accounting to measure and manage intellectual capital (IC), and more specifically to explore the potential role of strategic management accounting (SMA) in this process. In addition, this chapter is intended to link SMA practices and some IC resources. SMA practices enable the identification, measurement, and management of IC resources such as production processes and innovation capacity (e.g., target costing), quality management (e.g., quality costing), knowledge-based resources related to the organization´s external relationships (e.g., attribute costing, value chain costing, and target costing), and brand image (e.g., brand valuation/management). SMA practices, given its external orientation, enable, mainly, the identification and management of resources encompassed in relational capital. Therefore, this chapter contributes to the extant literature regarding the measurement and management of IC, highlighting the role of SMA, and provides some suggestions for further research.

scholarly journals Modern marketing in the business practice – the source of competitive advantage in the global market

2012 ◽  
Vol 50 (No. 12) ◽  
pp. 572-576
Author(s):  
E. Horská
Keyword(s):  
Competitive Advantage ◽  
Global Market ◽  
Business Practice ◽  
Competitive Advantages ◽  
Marketing Tactics ◽  
Marketing Activities ◽  
Food Market ◽  
Effective Use ◽  
Global Food

The goal of the paper is to identify opportunities following from the use of theory of modern marketing in the business practice in terms to reach competitiveness in the global food market. The paper analyses in details the competitive advantages related to individual marketing tools as well as using some up-to-date marketing tactics with the goal to attract a customer. In addition to the most effective use of marketing tools, we define the role of marketing in the global market space and distinguish the local, regional and global extend of marketing activities.

Creating competitive advantage through network ties, entrepreneurial orientation and intellectual capital

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Chih-Hsing (Sam) Liu
Keyword(s):  
Competitive Advantage ◽  
Intellectual Capital ◽  
Entrepreneurial Orientation ◽  
Competitive Advantages ◽  
Organizational Capital ◽  
Network Ties ◽  
Content Type ◽  
Political Ties ◽  
Managerial Ties ◽  
Business Ties

PurposeThis study attempts to explore how a cultural and creative firm's competitive advantages can be maintained through the accumulation of intellectual capital and entrepreneurial orientation. Another goal of this study is to identify the different mechanisms of network ties to explore the interrelationships between organizational capital and competitive advantage in the context of Taiwan and China.Design/methodology/approachStudy 1 and study 2 settings are applied, and 786 samples (i.e., 418 samples from Taiwan and 368 samples from China) are used to examine the proposed model.FindingsStudy 1 reveals that entrepreneurial orientation may influence the organization capital through human capital and social capital, which discloses the mutual relationships of intellectual capital. Further, the results of study 2 confirm the mediating role of intellectual capital that links the relationships between entrepreneurial orientation and competitive advantage. Specifically, this study also discovered that firms with more network or political ties (e.g. the Chinese samples) and business ties (e.g. the Taiwanese samples) tend to amplify the effects of organizational capital on competitive advantage.Practical implicationsAccording to our empirical results, cultural and creative managers should build a learning mechanism to encourage and develop entrepreneurial orientation and intellectual capital capacities and to provide means of understanding of customers' changing expectations. Hence, in enhancing entrepreneurial orientation and intellectual capital cultural and creative firms can develop a competitive advantage over competitors. Our findings also offer new insight to support further studies of the benefits of managerial ties for firms operating in Guanxi cultural settings in Chinese contexts.Originality/valueMost previous studies on tourism strategies have disregarded the impacts and different roles of government (e.g. political ties) and business (e.g. business ties) forces on cultural and creative firms' competitive advantages, suggesting a need to address social network issues in response to dynamic tourism environments. Therefore, this study examines differences in network ties and the differences observed between China and Taiwan in the context of Chinese cultural and creative firms.

scholarly journals The role of national intellectual capital in the digital transformation of EU countries. Another digital divide?

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jadranka Švarc ◽  
Jasminka Lažnjak ◽  
Marina Dabić
Keyword(s):  
Human Capital ◽  
Digital Divide ◽  
Conceptual Model ◽  
Intellectual Capital ◽  
Digital Transformation ◽  
Member States ◽  
Content Type ◽  
Eu Member States ◽  
The Eu

PurposeThis study, an exploratory one, aims to empirically investigate the association of national intellectual capital (NIC) with the national digital transformation readiness of the European Union's (EU’s) member states. Apart from building the conceptual model of NIC, this study explores the role of NIC dimensions in the digital divide between European countries.Design/methodology/approachBased on the literature review and the available EU statistical data and indexes, the theoretical framework and conceptual model for NIC were developed. The model explores the relation of NIC and its dimensions (human, social, structural, relational and renewable/development capital) on the readiness of European countries for digital transformation and the digital divide. Significant differences between EU countries in NIC and digital readiness were tested. Multiple linear regression was used to explore the association of each NIC dimension with digital transformation and digital divide within the EU.FindingsDespite a positive association between all dimensions of NIC and digital transformation readiness, the proposed model of NIC was not confirmed in full. Regression analysis proved social capital and working skills, a dimension of human capital, to be the predictors of digital transformation at a national level, able to detect certain elements of digital divide between EU member states. Structural capital, knowledge and education, as dimensions of human capital, were predictors of the digital divide in terms of the integration of digital media in companies.Research limitations/implicationsThis research has a limited propensity for generalisation due to the lack of common measurement models in the field of NIC exploration.Practical implicationsThis research offers policy makers an indication of the relationships between NIC and digital transformation, pointing out which dimensions of NIC should be strengthened to allow the EU to meet the challenges of digital economy and to overcome the digital divide between EU member states.Social implicationsThe use of digital technologies is key in creating active and informed citizens in the public sphere and productive companies and economic growth in the business sphere.Originality/valueThis study provides an original theoretical framework and conceptual model through which to analyse the relationship between NIC and digital transformation, which has thus far not been explored at the level of the EU. This research makes an original contribution to the empirical exploration of NIC and produces new insights in the fields of digital transformation and intellectual capital.

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