How Marketing Capabilities Create Competitive Advantage in Turkey

  • Rifat Kamasak
  • Published 2015
Marketing capabilities have been identified as major determinants of firm performance because they address the so-called VRIN (Valuable, Rare, Imitable, Non-substitutable) criteria of strategic assets. However, considerably less attention has been paid to marketing capabilities and their effects on the creation of competitive advantage in the literature of… CONTINUE READING