Download A Focused Issue on The Marketing Process in Organizational by Professor of Strategy and Technology Management Ron Sanchez, PDF

By Professor of Strategy and Technology Management Ron Sanchez, Jorg Freiling

This primary quantity of "Research in Competence-Based administration (RCBM)" signs the release of a long-awaited outlet for peer-reviewed learn papers contributing to development of competence-based administration concept. every one quantity in "RCBM" may be interested by a key element of competence idea. the focal point during this quantity on "The advertising and marketing method in Organizational Competence" displays the basic industry orientation in competence theory's foundational suggestions and theoretical improvement. Papers during this quantity discover key features of the typical conceptual foundations of competence and advertising theories, and aid to clarify the good relevance of selling concept for competence-based administration idea and perform, in addition to the relevance of competence conception for advertising conception and perform. Papers by way of authors from either the selling and competence fields tricky the character of the promoting procedure and make clear the ways that the promoting method is indispensable to development and leveraging organizational competences.

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Extra resources for A Focused Issue on The Marketing Process in Organizational Competence, Volume 1 (Research in Competence-Based Management) (Research in Competence-Based Management)

Sample text

Company X Attribute Competent offering Current offering Hamburgers Chicken Pizza Ethnic Salad bar Healthier Fresh food Ambience Personal attention Staff helpful Table service Accessible Price — Yes Yes No Yes — No — — yes No Yes $5–$10 Yes Yes No No No No No Relaxing Little Yes No Yes o $5 Performance measures Sim1 market sharea Sim2 market shareb Actual market share Est. 066 Strategic Competence and Customer Value Table 2. 7 Company and competitor current offerings head-to-head share calculated using Eq.

G. (1994). Competence-based competition: A practical toolkit. In: G. Hamel & A. Heene (Eds), Competence-based competition (pp. 183–212). Chichester: Wiley. , & Taylor, R. (1996). A new approach to competence analysis. International Journal of Technology Management, 11(3/4), 494–503. Langerak, F. (2003). An appraisal of research on the predictive power of market orientation. European Management Journal, 21(4), 447–464. , Hitt, M. , & Bettis, R. (1996). Dynamic core competences through meta-learning and strategic context.

One hundred twenty-five completed questionnaires were returned (74% response rate). The instruments included both perceptual 30 JEFF D. BRAZELL ET AL. (step 2) and conjoint choice tasks (step 1). In the choice task, respondents were asked to make choices in 16 hypothetical choice situations, each describing choices between two fast-food restaurant offerings and a base alternative of not going out to eat. Thirteen attributes were used to describe the restaurant offerings; each attribute had two levels.

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