Second-order marketing competence

In short the ability to develop new customer competences. A second-order competence is a competence to build new first-order competences. So it is the ability of a firm to build new market-related resources, enabling it to address new markets. It includes skills in such areas as:

• assessing the potential of new markets,
• building relationships in new markets,
• setting up new distribution and sales channels,
• leveraging brand/company reputation to new markets,
• researching new competitors and new customers,
• developing new advertising or promotion strategies,
• developing new pricing strategies.

Part of: M6-S5 - Reading - Danneels - The process of technological competence leveraging