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| Author: | Aspara, J. (et al.) |
| Title: | Exploration and exploitation across three resource classes |
| Journal: | European Journal of Marketing
2011 : VOL 45:4 p. 596-630 |
| Index terms: | innovation markets technology strategy assets resources marketing |
| Freeterms: | exploration exploitation |
| Language: | eng |
| Abstract: | The purpose of this conceptual paper is to explicitly examine exploration and exploitation related to customers and markets. Long run corporate success requires both exploration and exploitation according to the paper; the logic of them and also two market-related resource classes - the firm's knowledge of markets and customers (market/customer intelligence) and market actors' knowledge of and bonds to the firm (brands/bonds) are presented. The distinction of these three resource classes enables a three-dimensional conceptualization of the ideal types of a firm's resources across the three classes. |
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