haku: @author Falkenberg, A. W. / yhteensä: 1
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| Tekijä: | Falkenberg, A. W. |
| Otsikko: | Marketing and the wealth of firms |
| Lehti: | Journal of Macromarketing
1996 : SPRING, VOL. 16:1, p. 4-24 |
| Asiasana: | SKILLS ORGANIZATIONAL BEHAVIOUR NETWORKS WEALTH COMPANIES CUSTOMERS |
| Kieli: | eng |
| Tiivistelmä: | A firm increases its wealth by creating value for its customers. The article proposes that the main source of wealth creation is in the "behavioral assets" of the firm, that is, the competencies and routines of the people involved. These valuable behavioral assets are located not only inside, but also outside of the firm. For this reason it is not sufficient to use the individual firm as a unit for analysis when looking for the sources of wealth of the firm. One must look at the complete value-creating network surrounding the firm. The article classifies assets into three categories: physical assets, valuable paper, and behavioral assets. These are categorized in matrix based on the degree to which a firm may exercise control of them and on location of assets relative to the firm. Marketing is a major contributor to the firms' wealth. |
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