The Role of Marketing Capabilities in the Luxury Competitive Arena [German]

by Elena Ehrensperger

This dissertation explores the role of marketing capabilities in the luxury competitive arena. The concept of the strategic competitive arena is a relatively new and hardly examined phenomenon in management research, which increasingly gains on importance on the background of intensified cross-industry competition and market dynamism (Day 2004; McGrath 2013). In my dissertation thesis, I turn attention to this phenomenon by specifically focusing on the strategic luxury competitive arena. Following the resource-based view of the firm (Barney 1991; Helfat 2007; Peteraf 1993), I show how companies competing in this strategic arena deploy arena-specific marketing capabilities in order to improve their marketing performance and achieve sustained competitive advantage.

• Format: Paperback
• Language: German
• ISBN: 3752878045
• ISBN13: 9783752878042
• Release Date: October 2018
• Publisher: Books on Demand
• Length: 148 Pages
• Weight: 0.41 lbs.
• Dimensions: 0.3" x 5.8" x 8.3"