Understanding the organizational resource base - Marketing resources as the foundation for differentiation
3 important questions on Understanding the organizational resource base - Marketing resources as the foundation for differentiation
What are characteristics of resources that can create sustainable advantage?
- Superior value to customers
- Resistant to duplication
- Value can be appropriated by the organizatin
- Resistant to duplication
- Value can be appropriated by the organizatin
What are marketing resources?
Resources that relate directly to marketing activities
E.g. Brand reputation, relationships with customers, effective distribution networks, a competitive position occupied in the marketplace.
E.g. Brand reputation, relationships with customers, effective distribution networks, a competitive position occupied in the marketplace.
What are isolating mechanisms and at which levels do they operate?
Protecting resources from duplication.
1. Causal ambiguity (tacitness, complexity, specificity)
2. Overcome identification barrier
3. Depreciate over time.
1. Causal ambiguity (tacitness, complexity, specificity)
2. Overcome identification barrier
3. Depreciate over time.
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