دانلود رایگان مقاله لاتین توانایی بازاریابی استراتژیک از سایت الزویر
عنوان فارسی مقاله:
توانایی بازاریابی استراتژیک: تجهیز منابع تکنولوژیکی برای مزیت جدید محصول
عنوان انگلیسی مقاله:
Strategic marketing capability: Mobilizing technological resources for new product advantage
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
2. Background and hypothesis development
In line with an integrative view of marketing capabilities and strategic choices in the literature (Day, 1994; DeSarbo, Di Benedetto, Song, & Sinha, 2005; Hunt & Morgan, 1995), the current study looks into the role of SMC for a new product success at the conjunction of resource-based view (RBV) and strategic choices theory. New product success depends on both superior, rare, non-transferable capabilities as well as management's strategic choices on how to combine resources to optimize their utilities. Two theories complement each other when put together in one frame (Day, 1994). Integrating both theories helps to overcome some of the persistently argued limitations of classic RBV — inability to explain how resources are developed and deployed to achieve competitive advantage (e.g. Morgan, Slotegraaf, & Vorhies, 2009; Priem & Butler, 2001). Child (1972) defines strategic choice as the process whereby powerholders within organizations decide upon the course of strategic actions. The strategic choices theory focuses on the actions that organizational decision makers take to adapt to an environment as an explanation for different organizational outcomes (Andrews, 1986; Child, 1972). The theory argues that management has a pool of various options, selections, and preferences to compose a resource set that may optimize the matching between internal formations and external environments (Hambrick & Finkelstein, 1987; Venkatraman & Camillus, 1984). Therefore, the management's strategic choice of product differentiation over cost advantage or vice versa, depends on contingency factors such as varied market and environmental conditions, which induce the management to make a right choice to better fit the given factors. While strategic choices theory well elaborates on the management's autonomic decisions on what competitive advantages to create and how to create them, it assumes that all firms are equally able to access needed resources, make right decisions, and implement their decisions on the bases of value chain analysis. Actually, this assumption of equally-endowed resource opportunities may not be that persuasive because according to RBV, the firm heterogeneity does exist in terms of resource portfolios. The RBV proposes that a firm's idiosyncratic, inimitable, and non-substitutable resources, which are basically heterogeneous in the organizationally embedded levels, create a competitive advantage (Barney, 1991; Eisenhardt & Martin, 2000) and generate abnormal performance (Barreto, 2010). Recently, to incorporate dynamic resource application capability, a resource deployment approach of RBV explains why some firms perform better than others with the similar amount of accessible capitals (Helfat & Raubitschek, 2000). Well-developed strategic capability of a firm's marketing function is the firm's idiosyncratic resource that determines which customer bene- fits to pursue. Furthermore, such strategic marketing capability (SMC) prescribes the guidelines on whether to use the firm's currently serving technologies or to access new techniques for new product development process. The research framework of this study is in Fig. 1, where SMC leads and drives integrative strategic processes designed to recognize, collect, and apply the needed technologies and methodologies to create competitive new product (Fig. 1).
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کلمات کلیدی:
The role of marketing capability in innovation-based competitive strategy www.tandfonline.com/doi/pdf/10.1080/0965254032000096766 by J Weerawardena - 2003 - Cited by 391 - Related articles Based on Day (1994), in the current study, marketing capability is defined as integrative processes designed to apply the collective knowledge, skills, and resources of the firm to the market-related needs of the business, enabling the business to add value to its goods and services and meet competitive demands. Strategic marketing capability: Mobilizing ... - ResearchGate https://www.researchgate.net/.../303440165_Strategic_marketing_capability_Mobilizing... Strategic marketing capability: Mobilizing technological resources for new product advantage on ResearchGate, the professional network for scientists. [PDF]The future for marketing capability - Management and Business ... mbsportal.bl.uk/secure/.../marketing/.../133867futuremarketingcapability_whitepaper11.... A strategy for marketing 2010-2020. 12 ... Strategy three: Drive growth and value. 23 ... for marketing and capability – please take the time to participate in. Strategic marketing capability : mobilizing technological resources for ... ira.lib.polyu.edu.hk/handle/10397/64981 by N Kim - 2016 - Cited by 3 - Related articles Keywords: Strategic marketing capability. Dynamic technological resources. Embedded technological resources. Product differentiation. Cost advantage. Product-market strategy and the marketing capabilities of the firm ... onlinelibrary.wiley.com/doi/10.1002/smj.798/abstract by DW Vorhies - 2009 - Cited by 228 - Related articles Aug 24, 2009 - Abstract. We report on two studies (a single and a multi-industry) that empirically investigate a nomological network of relationships between ... The Effect of Marketing Strategy and Marketing Capability on Business ... journals.sagepub.com/doi/abs/10.1057/jmm.2009.33 by S Azizi - 2009 - Cited by 22 - Related articles In this article, the relationship between marketing strategy and the marketing capability of three categories of business performance – overall, financial and ... [PDF]University of Groningen Market-based capabilities, perceived quality ... www.rug.nl/research/portal/files/13172534/c5.pdf The Effect of Strategic Marketing Capabilities on Firm. Performance: A Bayesian Linear and Nonlinear Latent. Variable Analysis. Abstract In the previous chapter, ... Searches related to Strategic marketing capability marketing capabilities definition list of marketing capabilities marketing capabilities examples science direct google scholar
