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Understanding the organizational resource base

Q: What are marketing assets?

Marketing assets are essentially resources – normally intangible – that can be used to advantage in the marketplace.

Q: What are the main operational marketing capabilities?

1. Product and service management capabilities: Marshalling al of resources to deliver customer value. 2. Advertising, promotion, and selling capabilities : Managing the communication process 3. Distribution capability: Ability to employ existing channels and/or develop new distribution methods for serving customer needs. 4 . Pricing and tendering capability

Q: Under RBV, organizations are seen as collections of resources, assets, and capabilities. How to summarize the portfolio of resources?

Figure. Resource portfolio · Crown jewels – these are the resources where the organization enjoys an edge over its competitors. These resources need to be guarded and protected to maintain the competitive edge. · Black holes – resources where the organization has an edge but which don’t contribute to customer value creation. · Achilles’ heels – where competitors are strong but the organization is weak, and at the same time the resources are important in customer value creation. The resources need to be strengthened. · Sleepers – resources that neither constitute a competitive advantage nor are important in customer value creation.

6 important questions on Understanding the organizational resource base

Explain the framework for assessing/ understanding organizational resources?

Figure

What are marketing assets?

Marketing assets are essentially resources – normally intangible – that can be used to advantage in the marketplace.

What are marketing capabilities?

The processes and practices that deploy marketing assets are marketing capabilities. Marketing capabilities are effectively implementation capabilities – the ability to implement marketing mix activities.

What are the main operational marketing capabilities?

1. Product and service management capabilities: Marshalling al of resources to deliver customer value.
2. Advertising, promotion, and selling capabilities: Managing the communication process
3. Distribution capability: Ability to employ existing channels and/or develop new distribution methods for serving customer needs.
4. Pricing and tendering capability

What is the difference between dynamic marketing capabilities and dynamic capabilities?

While dynamic capabilities in general are the ability to create new resources in changing markets, dynamic marketing capabilities are the ability to create new marketing resources to identify, respond to, and exploit change

Under RBV, organizations are seen as collections of resources, assets, and capabilities. How to summarize the portfolio of resources?

Figure. Resource portfolio

· Crown jewels – these are the resources where the organization enjoys an edge over its competitors. These resources need to be guarded and protected to maintain the competitive edge.
· Black holes – resources where the organization has an edge but which don’t contribute to customer value creation.
· Achilles’ heels – where competitors are strong but the organization is weak, and at the same time the resources are important in customer value creation. The resources need to be strengthened.
· Sleepers – resources that neither constitute a competitive advantage nor are important in customer value creation.

The question on the page originate from the summary of the following study material:

Marketing Strategy and Competitive Positioning, 7th Edition | 9781292276557 | Prof Graham Hooley, et al

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