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| Tekijä: | Prasnikar, J. (et al.) |
| Otsikko: | Identifying and exploiting the inter relationships between technological and marketing capabilities |
| Lehti: | Long Range Planning
2008 : OCT, VOL. 41:5, p. 530-554 |
| Asiasana: | decision making core competence competitive advantage marketing strategy technology case studies |
| Kieli: | eng |
| Tiivistelmä: | This article discusses a fundamental challenge for decision makers - how to identify which firm capabilities to developd and which ones are no longer important to gain and sustain competitive advantage. An approach is proposed to measure technological and marketing capabilities in an integrated fashion, identify core capabilities, explore their interrelationships and provide guidance for a dynamic technological and marketing strategy. The case of Gorenje, a European manufacturer of household appliances illustrates and applies the proposed methodology. Gorenje faces the challenge of reconfiguring its existing capabilities that integrate research and development with marketing, thereby creating additional value. This paper shows how to identify the integrative capabilities and how this integration takes place in Gorenje, and it suggests that Gorenje's strategy should be based on the co-ordinated development of the key core capabilities identified in the study. |
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