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Journals / Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi / 2005 / Cilt: 23 - Sayı: 1

Dimensions of Marketing Capability: Resource Based View

Kaynak Temelli Yaklaşımda Pazarlama Kabiliyetinin Boyutları

Eymen GÜREL
Akın KOÇAK
ALper ÖZER
Pages
179–201
Publication Date
2022-10-18
DOI
—
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The study discusses networking capabilities, outside-in capabilities, inside- out capabilities and spanning capabilities as dimensions of marketing capabilities and tests these dimensions for Turkish firms.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Marketing capabilities are the features firms use to acquire sustainable competitive advantage.
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Key Findings & Data:Especially with the developments in technology, no matter how innovative the firms are, firms have difficulties to keep their competitive advantage due to the speed of imitation for products.
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Conclusion & Impact:The study discusses networking capabilities, outside-in capabilities, inside- out capabilities and spanning capabilities as dimensions of marketing capabilities and tests these dimensions for Turkish firms.
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

Marketing capabilities are the features firms use to acquire sustainable competitive advantage. Especially with the developments in technology, no matter how innovative the firms are, firms have difficulties to keep their competitive advantage due to the speed of imitation for products. Capabilities firms possess are considered as important factors for acquiring the competitive advantage in new conditions of the market. Competitive advantage will be obtained by having the means of competition that competitors do not. The study discusses networking capabilities, outside-in capabilities, inside- out capabilities and spanning capabilities as dimensions of marketing capabilities and tests these dimensions for Turkish firms.

Özet

Pazarlama kabiliyeti, işletmelerin sürdürülebilir rekabet avantajı sağlayabilmek üzere sahip oldukları belirli özellikleri ifade etmektedir. Ürünlerin hızlı bir şekilde taklit edilebilmesi, yenilikçi bile olsa işletmelerin rekabet avantajını koruyamamasına neden olmaktadır. İşletmelerin sahip oldukları kabiliyetler de burada öne çıkmaktadır. Kabiliyetlerin rekabet avantajı yaratması rakip firmaların aynı rekabet araçlarına sahip olmamalarından kaynaklanmaktadır. Bu açıdan işletmelerin kabiliyetlerle ilgili olarak sürdürülebilir rekabet avantajının nasıl sağlanacağı üzerinde durmaları gerekmektedir. Bu kabiliyetler çalışmada stratejik işbirliği kabiliyeti, dıştan içe pazarlama kabiliyeti, içten dışa pazarlama kabiliyeti ve karma kabiliyetler olarak incelenmiş ve bu boyutları temel alan bir ölçek Türkiye özelinde test edilmiştir.

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Cite This Article

GÜREL, E., KOÇAK, A., ÖZER, A. (2022). Dimensions of Marketing Capability: Resource Based View. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt: 23 - Sayı: 1, 179–201. https://ajindex.com/articles/533305

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