Marketing competencies and marketing of competencies – empirical study in software business
نویسندگان
چکیده
Recent academic discussion on marketing competencies not merely as an organizational input, but also as an organizational output, has mainly been theoretical. In this paper we will discuss the competence input-output dilemma based on an empirical study of software business. We believe that software business offers a fruitful context for a marketing competencies and capabilities analysis, as software business it self is characterized by the interesting division of product and project business logics. We argue that the software product business logic is more characterized by marketing competencies understood mainly as an organizational input, whereas the software project business acts as a fine example of the marketing of competencies.
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