THE ROLE OF MARKETING CAPABILITIES IN INNOVATION BASED COMPETITIVE STRATEGIES: AN APPLICATION ON PRODUCTION BUSINESSES IN ANKARA
DOI:
https://doi.org/10.14738/assrj.311.2316Keywords:
Marketing Capability, Organizational Innovation, Sustainable Competitive AdvantageAbstract
The developments experienced in the business world have instigated the intensity and severity of current competition. The existence struggle of companies within this intensive and severe competitive environment is based on their performance development. This compels businesses to focus on their marketing capabilities along with their innovative and entrepreneurial endeavors. Thus, business can enhance sustainable competitive advantage with their sources and capabilities they have. Furthermore, in order to achieve this objective, businesses shall structure their marketing capabilities. With respect to this, this study is rested on an empirical study conducted in two main sectors in the province of Ankara determining marketing capacities in innovative competitive strategies. Regarding this, the results were evaluated with 165 questionnaires in 192 different companies. According to the findings, there are positive and significant correlations of intensive entrepreneurship on marketing capacities, marketing capacities on organizational innovativeness and sustainable competitive advantage as well as organizational innovativeness on competitive advantage.
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