Difference between revisions of "Marketing competence trap"
Jump to navigation
Jump to search
(Replaced content with "Marketing competence trap Category:mbi Category:Term") Tag: Replaced |
|||
| Line 1: | Line 1: | ||
| − | Marketing competence trap | + | 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]] |
| + | |||
| + | 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|M6-S5 - Reading - Danneels - The process of technological competence leveraging]] | ||
[[Category:mbi]] | [[Category:mbi]] | ||
[[Category:Term]] | [[Category:Term]] | ||
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
