20.500.12556/DKUM-66695 Marketing capabilities for innovation-based competitive advantage in the Slovenian market The primary role of marketing within the competitive advantage is innovation. The customer value-based differentiation strategies will drive the companyʼs market research efforts, its selection of target markets, its product development processes, its market communications programs, and its delivery processes. These processes require many specific capabilities that enable the firm to carry out activities necessary to move its products or services through the value chain. We must explore the role of distinctive marketing capabilities in competitive strategy of the company. As sources of competitive advantage, companies try to create their product or service differentiation by developing higher product or service quality, by using their knowledge to solving marketing problems, by communicating with their customers, and by satisfying customerʼs needs. We also would like to confirm that superior customer service lead to companyʼs innovation. The paper closes with the implications of the findings and highlights promising future research avenues. competitive advantage innovation marketing capabilities entrepreneurship customer service Slovenia inovacije inovativnost trženje konkurenčnost podjetništvo služba za stranke Slovenija true false true Angleški jezik Slovenski jezik Znanstveno delo 2017-07-06 09:59:20 2017-07-06 10:00:05 2022-08-01 13:03:50 2019-07-11 15:55:55 2013 0 0 str. 118-134 št. 1 Letn. 6 Jan. 2013 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 1855-0541 339.138:339.137:001.895(497.4) 234841088 11322396 10.12959/issn.1855-0541.IIASS-2013-no1-art07 1855-0541 URN:SI:UM:DK:E8ANBAEV IIASS_2013_Potocan_MARKETING_CAPABILITIES_FOR_INNOVATION-BASED_COMPETITIVE_ADVANTAGE_IN_THE_SLOVENIAN_MARKET.pdf IIASS_2013_Potocan_MARKETING_CAPABILITIES_FOR_INNOVATION-BASED_COMPETITIVE_ADVANTAGE_IN_THE_SLOVENIAN_MARKET.pdf 1 574182C74EA3F640828358D06D596D32 69bd1152fc1a9e504e38304ba238dd8846137b07b69335a80004e38797d77a04 5d9c72f0-7c0e-11eb-bb7a-00155d0001ca 20.500.12556/dkum/436255af-e416-42ae-98ec-266d8e0a3959 https://dk.um.si/Dokument.php?lang=slv&id=113750 http://www.iiass.com/index.php?option=com_content&view=article&id=931 1 https://dk.um.si/Dokument.php?lang=slv&id=113749 Ekonomsko-poslovna fakulteta 0 0 0