Marketing competence trap
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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
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
