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Naslov:Marketing capabilities for innovation-based competitive advantage in the Slovenian market
Avtorji:Potočan, Vojko (Avtor)
Datoteke:.pdf IIASS_2013_Potocan_MARKETING_CAPABILITIES_FOR_INNOVATION-BASED_COMPETITIVE_ADVANTAGE_IN_THE_SLOVENIAN_MARKET.pdf (97,37 KB)
 
URL http://www.iiass.com/index.php?option=com_content&view=article&id=931
 
Jezik:Angleški jezik
Vrsta gradiva:Znanstveno delo (r2)
Tipologija:1.01 - Izvirni znanstveni članek
Organizacija:EPF - Ekonomsko-poslovna fakulteta
Opis:The primary role of marketing within the competitive advantage is innovation. The customer value-based differentiation strategies will drive the companyʼs market research efforts, its selection of target markets, its product development processes, its market communications programs, and its delivery processes. These processes require many specific capabilities that enable the firm to carry out activities necessary to move its products or services through the value chain. We must explore the role of distinctive marketing capabilities in competitive strategy of the company. As sources of competitive advantage, companies try to create their product or service differentiation by developing higher product or service quality, by using their knowledge to solving marketing problems, by communicating with their customers, and by satisfying customerʼs needs. We also would like to confirm that superior customer service lead to companyʼs innovation. The paper closes with the implications of the findings and highlights promising future research avenues.
Ključne besede:competitive advantage, innovation, marketing capabilities, entrepreneurship, customer service, Slovenia
Leto izida:2013
Št. strani:str. 118-134
Številčenje:št. 1, Letn. 6
ISSN:1855-0541
UDK:339.138:339.137:001.895(497.4)
COBISS_ID:11322396 Povezava se odpre v novem oknu
DOI:10.12959/issn.1855-0541.IIASS-2013-no1-art07 Povezava se odpre v novem oknu
ISSN pri članku:1855-0541
NUK URN:URN:SI:UM:DK:E8ANBAEV
Licenca:CC BY-NC 4.0
To delo je dosegljivo pod licenco Creative Commons Priznanje avtorstva-Nekomercialno 4.0 Mednarodna
Število ogledov:369
Število prenosov:160
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Področja:Ostalo
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Gradivo je del revije

Naslov:Innovative Issues and Approaches in Social Sciences
Založnik:CEOs d.o.o.
ISSN:1855-0541
COBISS.SI-ID:234841088 Novo okno

Sekundarni jezik

Jezik:Slovenski jezik
Ključne besede:inovacije, inovativnost, trženje, konkurenčnost, podjetništvo, služba za stranke, Slovenija


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