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توضیحات محصول
کد محصول : PN14
بلافاصله بعد از خرید به فایل کتاب دسترسی خواهید داشت
عنوان انگلیسی مقاله ISI:
Using blueprinting and benchmarking to identify marketing resources that help create customer value
عنوان فارسی مقاله ISI:
استفاده از نقشه ریزی و محک زنی برای شناسایی منابع بازاریابی کمک کننده به ایجاد ارزش مشتری
نویسنده:
Arnela Ceric , Steven D’Alessandro , Geoff Soutar
تاریخ چاپ – ناشر:
سال 2016 – ScienceDirect – Journal of Business Research
تعداد صفحات – زبان – فرمت فایل:
9 صفحه – زبان انگلیسی – PDF
پیش نمایش:
خلاصه مقاله:
Resource based theory (RBT), also known as the resource-based view, emphasizes resources as essential for building organizational competitive advantage. However, which competencies are essential for enhancing customer value remains unclear. Blueprinting and benchmarking are applied in this paper to demonstrate the process of identifying resources that are specific to co-creating customer value. This has important implications for the management of key marketing resources. Based on the case study results, application of the proposed methods suggests a new avenue for extending RBT application to the area of service management and in the development of service offerings.
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