Benchmarking Marketing Capabilities for Sustainable Competitive Advantage
Abstract
Market-based organizational learning has been identified as an important source of sustainable competitive advantage. One particular learning mechanism, benchmarking, is a widely used management tool that has been recognized as appropriate for identifying and enhancing valuable marketing capabilities. However, despite widespread admonitions to managers, the benchmarking of marketing capabilities as a route to sustainable competitive advantage...
Paper Details
Title
Benchmarking Marketing Capabilities for Sustainable Competitive Advantage
Published Date
Jan 1, 2005
Journal
Volume
69
Issue
1
Pages
80 - 94
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