Difference between revisions of "Marketing competence trap"

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(Created page with "Marketing resources are allocated to serve markets that the firm can already serve, and consequently the competence to serve those markets becomes ever stronger, in effect cre...")
 
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Marketing resources are allocated to serve markets that the firm can already serve, and consequently the competence to serve those markets becomes ever stronger, in effect creating a market competency trap. See also: [[Second-order marketing competence|Second-order marketing competence]]
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Marketing competence trap
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Paradoxically, ''a marketing competence is needed for a technology-driven approach, whereas only a first-order customer competence is needed for a market-driven approach.''
 
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Part of [[M6-S5 - Reading - Danneels - The process of technological competence leveraging|M6-S5 - Reading - Danneels - The process of technological competence leveraging]]
 
 
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Revision as of 19:20, 27 August 2020

Marketing competence trap

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