Studying role of marketing competence in the firm level competitiveness

Sultan, Abid; Srivastava, Saurabh

doi:10.1504/ijmcp.2018.096067

Cited by 2 publications

(3 citation statements)

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“…Table 2 reports that the overall mean score was 3.77 and standard deviation of 0.781 meaning that marketing competencies adopted at Micro Cap Holdings led to improved performance of the organization. These findings are similar to Dzisi and Ofosu (2015) who revealed that many of the SMEs in Ghana had improved their performance after adopting marketing competence and Sultan and Srivastava (2018) noted that growth of firms is dependent on marketing competencies and quality of the marketing team members to push the product in the market. Marketing activities led to increased awareness of the firm and its products and makes the brand visible at the market which was shared by Kyengo, et al (2019).…”

Section: Source: Survey Data (2020)supporting

confidence: 87%

“…According to Kyengo, Muathe and Kinyua (2019) in the study on marketing capability and its effect on performance of food processing firms within Nairobi City County, Kenya; where the study results showed that marketing capabilities including information sharing in products, developing new products and customer satisfaction aspects led to improved performance. Njoroge (2015) stated that marketing strategies including excellent customer relationship and use of technologies influenced the performance of firms while Sultan and Srivastava (2018) agree that marketing competence improves the competitiveness of firms through the managerial policies adopted and development of the marketing teams and Mugo, Namusonge and Sakwa (2016) noted that a company needs to enforce policies that encourage marketing employees, offer open communication, liberty to provide feedback and instill a sense of belonging which will result in improved performance.…”

Section: Empirical Review Marketing Competence and Performancementioning

confidence: 99%

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Performance of Firms in the Service Industry in Kenya: Does Core Competencies Matter in Micro Cap Holding?

Moga¹,

Muathe²

2020

IJARBSS

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The service industry plays a key role in economic development through employment opportunities and contribution to revenue stream for governments. But the sector registers poor performance due to lack of financial resources to fund its operations, and even after having service charters and using technology there has been no change. It is thought that using competencies might change the trend of poor performance; therefore this study sought to investigate the effect of core competencies on performance of organizations in the service industry by concentrating on Micro Cap Holding. A cross-sectional design was adopted and 63 respondents picked using simple random sampling technique from the target of 645 employees. The data was collected using semi-structured questionnaires were analyzed through descriptive, correlation and regression analysis. The study results revealed a strong positive and significant effect between core competence and performance. The study recommended that service industry players adopt core competencies so as to increase their performance.

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Section: Source: Survey Data (2020)supporting

confidence: 87%

Section: Empirical Review Marketing Competence and Performancementioning

confidence: 99%

Performance of Firms in the Service Industry in Kenya: Does Core Competencies Matter in Micro Cap Holding?

Moga¹,

Muathe²

2020

IJARBSS

View full text Add to dashboard Cite

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“…Due to globalisation and international trade, the market is filled with competitions with competing firms having different nationalities and net worth. Sultan and Srivastava (2018) shows light to the importance of marketing competence in a firm's competitiveness among rigid competition. This study which has been conducted on small and medium enterprises showed a positive correlation between the marketing competence and the way they performed in the market.…”

Section: Literature Reviewmentioning

confidence: 99%

Revenue management using dynamic pricing strategies: modelling and simulation

Akhiljyoth¹,

Vinod²

2021

IJMCP

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Studies in the field of revenue management have a history of many decades. This practice has grown from its origins in air travel to its current status as a major business practice in a wide range of industry areas including hospitality, energy, retail, manufacturing, and many more. Majority of the research going on in this sector is focussed on creating specific solutions. This narrow-minded approach is making the implementation of revenue optimisation in real life a tedious process. Demand is dynamic in nature and the market is having high volatility. Creating a revenue management model based on dynamic pricing which can stay reliable in multiple scenarios with fluctuating demand is the essence of this work. It also searches for simplistic models which show flexibility and efficiency with the help of market data. Initially the system will be fabricated based on a synthetic data relying on hotel management curves. Later on, the model will be moulded to be applicable to various industries involving booking functionalities.

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Studying role of marketing competence in the firm level competitiveness

Cited by 2 publications

References 0 publications

Performance of Firms in the Service Industry in Kenya: Does Core Competencies Matter in Micro Cap Holding?

Performance of Firms in the Service Industry in Kenya: Does Core Competencies Matter in Micro Cap Holding?

Revenue management using dynamic pricing strategies: modelling and simulation

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