Marketing Capabilities to Grant a Competitive Advantage to Engineering. / Capacidades de mercadeo para garantizar ventaja competitiva en la ingeniería.
Resumen
ABSTRACT
This paper focused on understanding the role of marketing capabilities to generate competitive advantages. It is a qualitative paradigm research, with the methodology of in-depth interviews. The objective is to explain and synthesize the main contributions to the marketing capabilities in chemical distributors to achieve better performance. We are found that marketing capacity is a systemic process that responds to the needs of customers, based on a good information system that contributes to communicating the competitive advantage, both from inside and outside of the organization, brand, quality, positioning, and sales price. In conclusion, marketing capacity is the management of resources and the configuration of the organizational skills to generate long-term sales.
RESUMEN
El artículo se enfoca en comprender el rol de las capacidades de mercadeo para la generación de ventajas competitivas. El tipo de investigación utilizada es cualitativa, con el método de entrevistas a profundidad. El objetivo es explicar y sintetizar las principales contribuciones de las capacidades de mercadeo en distribuidoras de químicos para logar una mejor competitividad. Se identificó que, las capacidades dinámicas se orientan a un proceso sistemático que, responde a las necesidades del consumidor, contribuye a la comunicación de la ventaja competitiva en la organización, tanto interna como externa, adicional a la marca, calidad, posicionamiento y precio. En conclusión, las capacidades de mercado son la administración de recursos, la configuración de las habilidades de los gerentes para lograr un impacto del producto a corto, mediano y largo plazo, con permanencia, reconocimiento y referencia.
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