MANAGING MARKETING COMPETENCIES: A framework for understanding antecedents of marketing capability and its relation to the company’s core competencies

Abstract

Core competencies are the crown jewels of a company and, therefore, should be carefully identified, nurtured and developed. Based on the resource-based theory, this study explores how core competence can lead to firms’ competitive advantage, and how a marketing firm can identify its core competence in the sector to attain competitive advantage