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Customer information resources advantage, marketing strategy and business performance: A market resources based view
مزیت منابع اطلاعاتی مشتری ، استراتژی بازاریابی و عملکرد تجاری: نمای مبتنی بر منابع بازار-2020 Chief among a firms market-based resources are its relational resources such as brand equity, customer equity
and channel equity that result from its interactions with customers and marketing intermediaries, and intellectual
resources – accumulated knowledge about entities in the market environment such as consumers, end
use and intermediate customers and competitors. In the evolving digital data rich market environment, customer-
based resources, a subset of a firms market-based resources, are becoming increasingly important as
potential sources of competitive advantage. Customer information assets refer to information of economic value
about customers owned by a firm. Information analysis capabilities are complex bundles of skills and knowledge
embedded in a firms organizational processes employed to generate customer knowledge from customer information
assets. Customer insights or knowledge is a firms extent of understanding of customers that informs its
business decisions. Building on the resource-based, capabilities-based and knowledge-based views of the firm,
resource advantage theory of competition, and the outside-in and inside-out approaches to strategy, this article
presents a market resources-based view of strategy, competitive advantage and performance. The article presents
a framework delineating the relationship between a firms customer information based resources, marketing
strategy and performance, and discusses implications for theory, research and practice. Keywords: Competitive advantage | Market based resources | Customer information based resources | Customer insights | Outside-in and inside-out approaches to | strategy |
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