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The Role of Marketing Capabilities in the Luxury Competitive Arena
Product Code:
9783752878042
ISBN13:
9783752878042
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The Role of Marketing Capabilities in the Luxury Competitive Arena
$64.50
$60.18
Sale 7%
This dissertation explores the role of marketing capabilities in the luxury competitive arena. The concept of the strategic competitive arena is a relatively new and hardly examined phenomenon in management research, which increasingly gains on importance on the background of intensified cross-industry competition and market dynamism (Day 2004; McGrath 2013). In my dissertation thesis, I turn attention to this phenomenon by specifically focusing on the strategic luxury competitive arena. Following the resource-based view of the firm (Barney 1991; Helfat 2007; Peteraf 1993), I show how companies competing in this strategic arena deploy arena-specific marketing capabilities in order to improve their marketing performance and achieve sustained competitive advantage.
| Author: Elena Ehrensperger |
| Publisher: Books on Demand |
| Publication Date: 43403 |
| Number of Pages: 148 pages |
| Binding: Business & Economics |
| ISBN-10: 3752878045 |
| ISBN-13: 9783752878042 |
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