Difference between revisions of "Marketing competence trap"
Jump to navigation
Jump to search
(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...") |
|
| (One intermediate revision by the same user not shown) | |
(No difference)
| |
Latest revision as of 20:00, 27 August 2020
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
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.
Part of M6-S5 - Reading - Danneels - The process of technological competence leveraging
