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- W2078365747 abstract "Recently, the notion of competence-based marketing and communication has been discussed as a way to avoid competing on price and to increase imitation barriers. This paper contributes to the discussion with the development of a model of firm capabilities and an understanding of when to use competence-based communication. It is argued that all market communication is competence-based but the content of communication and the marketing capability changes along the different waves of market orientation. Therewith, marketing is seen as translating firm competencies into customer language." @default.
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- W2078365747 date "2006-11-01" @default.
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- W2078365747 title "Communicating firm competencies: Marketing as different levels of translation" @default.
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- W2078365747 doi "https://doi.org/10.1016/j.indmarman.2006.03.004" @default.
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