What is it about?
One of the most challenging issues businesses face today is seeking ways toward gaining competitive advantage (CA). Although previous research considered several aspects in this regard, the literature has largely overlooked the process of gaining CA via knowledge-based marketing (KBM) capabilities. This paper aims to conceptualize KBM, to develop a new scale for KBM and to examine how to gain CA through KBM.
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Why is it important?
The traditional ways to achieve CA no longer work. Instead, success in the existing business context necessitates firms to seek CA through their knowledge capabilities. Previous research did not fully address KBM antecedents toward CA in a comprehensive model. By developing a new scale for KBM, this paper tested its relationship with CA, which has hitherto received scant attention in the field of knowledge and competition.
Perspectives
The results indicate that KBM construct consists of five critical capabilities, including market research, competitive intelligence, supply chain management, customer relationship management and new product development. Moreover, there is a positive and significant relationship between KBM and CA.
Dr Majid Mohammad shafiee
Department of Management, Faculty of Administrative Sciences & Economics, University of Isfahan
Read the Original
This page is a summary of: Knowledge-based marketing and competitive advantage: developing new scales using mixed method approach, Journal of Modelling in Management, June 2021, Emerald,
DOI: 10.1108/jm2-05-2020-0134.
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