Dynamic marketing capabilities : from marketing to product development and technological change : an exploratory study of independent companies of the Swiss luxury watchmaking industry

Bashutkina, Maria (Haute école de gestion Arc, HES-SO // Haute Ecole Spécialisée de Suisse Occidentale)

In seeking to identify marketing factors that influence company’s performance, product management as well as new technology configuration, this study adopts resource based theory and applies it to the Swiss watchmaking companies. This paper presents results of qualitative research based on semi-structured interviews with CEO and marketing managers among watchmaking companies. This paper provides empirical evidences illustrating the link between the use of dynamic marketing capabilities and competitive advantage. We also present a set of propositions that outline how dynamic marketing capabilities could benefit product management and technological change in the Swiss independent watchmaking company, revealing competitive advantage in the highly competitive and turbulent market.


Keywords:
Conference Type:
full paper
Faculty:
Economie et Services
School:
HEG Arc
Institute:
IMH - Institut du Marketing horloger
Subject(s):
Economie/gestion
Publisher:
Dubai, United Arab Emirates, 22-23 January 2018
Date:
2018-01
Dubai, United Arab Emirates
22-23 January 2018
Pagination:
4 p.
Published in:
Proceedings of the 20th ICMPMT, 2018
ISSN:
1307-6892
Appears in Collection:

Note: The status of this file is: restricted


 Record created 2018-10-10, last modified 2019-06-11

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