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عنوان فارسی مقاله:

استفاده از نقشه برداری و معیار سنجش برای شناسایی منابع بازاریابی که به ایجاد ارزش مشتری کمک می کند

عنوان انگلیسی مقاله:

Using blueprinting and benchmarking to identify marketing resources that help co-create customer value

سال انتشار : 2016

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بخشی از مقاله انگلیسی:

2. Literature review 

2.1. Resource based theory Resource based theory seeks to explain the sources and conditions that create a sustained competitive advantage. It originates from strategic management (Barney, 1986a, 1991; Peterraf, 1993) and is now a dominant framework in international business (Peng, 2001), human resource management (Colbert, 2004; Saá-Pérez & García-Falcón, 2002; Wright, Dunford, & Snell, 2001), logistics (Lai, 2004), information technology (Bharadwaj, 2000; Mathwick, Malhotra, & Rigdon, 2001; Melville, Kraemer, & Gurbaxani, 2004; Wade & Hulland, 2004) and marketing (Day, 2014; Kozlenkova et al., 2014; Maklan & Knox, 2009). RBT considers resources to be a source of organizational competitive advantage, a relationship that is empirically confirmed (Hitt, Biermant, Shimizu, & Kochhar, 2001; Huselid, Jackson, & Schuler, 1997; Robins & Wiersema, 1995; Wernerfelt, 1995). Although an organization can be considered as a collection of physical, human and organizational resources (Barney, 1991), RBT suggests that only strategic resources lead to competitive advantage. For a resource to be strategic it must be valuable, rare, non-imitable and non-substitutable (Barney, 1991). A resource is valuable when it can improve organizational effectiveness and efficiency. Rarity means that only a few current and potential competitors have access to that resource. A resource is non-imitable when competitors cannot obtain, imitate, purchase or duplicate that resource. This often occurs when competitors cannot identify the factors that lead to success due to unique historical conditions, path dependencies (resources need to pass through time dependent stages to create the advantage), causal ambiguity (difficulty in identifying how an advantage was created) or social complexity (based on interactions of multiple resources) (Barney, 1991). Non-substitutability means that there are no strategically equivalent resources (i.e., substitutes). If any of these conditions are missing, a resource is not strategic and cannot provide a sustainable competitive advantage. The other important aspect of RBT theory is capabilities, which are particularly relevant in facilitating the use of resources in the market place (Day, 1994; Hooley, Broderick, & Möller, 1998). Capabilities are a “complex bundle of skills and accumulated knowledge that enable firms to coordinate activities and make use of their assets” (Day, 1994, pp. 38). Developing competencies requires an extended learning curve in understanding the market and developing managerial skills (Hooley, Greenley, Fahy, & Cadogan, 2001). Organizational change, such as altering an organizational culture, may also be necessary for the development of competencies and the alignment of an organization with market requirements (Hooley et al., 1999).

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کلمات کلیدی:

5 Ways to Create Added Value for Customers | VerticalResponse Blog www.verticalresponse.com/blog/5-ways-to-create-added-value-for-customers/ Mar 12, 2015 - Here are five ways to create added value that can be easily ... create added value, the use of popular marketing models can help your strategy take shape. ... or a company branded calendar, free resources are a great way to ... Using blueprinting and benchmarking to identify marketing resources ... findanexpert.unimelb.edu.au/display/publicationS1066710 Using blueprinting and benchmarking to identify marketing resources that help co-create customer value Journal Articles Refereed uri icon. Overview; Time ... Co-Create an Experience that Customers Value | Contact Center ... https://blog.contactcenterpipeline.com › Home › Customer Experience Jan 23, 2015 - Co-Create an Experience that Customers Value ... (in terms of internal resources, capacity, marketing) than long-term customer engagement. Using blueprinting and benchmarking to identify marketing resources ... https://researchoutput.csu.edu.au/.../using-blueprinting-and-benchmarking-to-identify... Using blueprinting and benchmarking to identify marketing resources that help co-create customer value. Journal of Business Research, 69(12), 5653–5661. A Customer Value Creation Framework for Businesses That Generate ... https://timreview.ca/article/534 by A Shanker - ‎2012 - ‎Cited by 6 - ‎Related articles This is a firm's offering of the value it seeks to create for a customer, in order to ... Co-creation value: this component is added when customers find it beneficial to ... Value-creation frameworks and strategies rely on combining the resources and ... Functional value: The product attributes that help create value, as identified by ... Co-Creating Value with Customers - Digital Book World www.digitalbookworld.com/2011/co-creating-value-with-customers/ Jun 2, 2011 - Co-Creating Value with Customers ... Digital piracy and changing consumer behaviors aren't helping as companies attempt to ... companies will create this value by establishing networks of resources they need to generate ... Six ways to co-create with your customers | 100%Open www.100open.com/six-ways-to-co-create-with-your-customers/ Customer co-creation is a term which refers to when a company and a group of its customers, jointly produce a mutually value through new products and services. ... built around the sharing of human and physical resources including shared ... Please complete this simple maths question to help us fight spam * 5 × six =.