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The Role of Marketing Capabilities in the Luxury Competitive Arena

The Role of Marketing Capabilities in the Luxury Competitive Arena

Paperback

Management

ISBN10: 3752878045
ISBN13: 9783752878042
Publisher: Bod - Books on Demand
Published: Oct 30 2018
Pages: 148
Weight: 0.41
Height: 0.32 Width: 5.83 Depth: 8.27
Language: German
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.

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Management