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دانلود رایکان مقاله انگلیسی ISI با موضوع شناسایی و بهره برداری از روابط متقابل بین توانایی های فنی و بازاریابی

عنوان فارسی مقاله:

شناسایی و بهره برداری از روابط متقابل بین توانایی های فنی و بازاریابی

عنوان انگلیسی مقاله:

Identifying and Exploiting the Inter relationships between Technological and Marketing Capabilities

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Introduction
For many practitioners in the business community, the key challenge is to identify and develop their firm’s core capabilities promptly in order to gain and maintain a competitive edge.1 A profound understanding of the firm’s core technological and marketing capabilities and, in particular, their interrelationships, is crucial as it enables managers to identify which capabilities should be sustained and developed and those that will become irrelevant and should therefore be eradicated. This premise raises some important questions with far-reaching practical and theoretical implications: how can firms identify and evaluate which technological and marketing capabilities can constitute a unique set of strategically-important capabilities and gain a competitive advantage? How can firms account for the interrelationships between technological and marketing capabilities to capture the synergic effects that might arise from their improvements? Finally, once identified, how can a firm select the set of core technological and marketing capabilities and co-ordinate their development to improve performance?

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