Article information
RESUMEN
El objetivo de este artículo es contribuir a la literatura al identificar las posibles combinaciones entre tres capacidades organizativas (orientación al mercado, procesos de conocimiento y gestión de la relación con el cliente) y analizar su interacción, cuyo resultado será la creación de un mayor valor para el cliente. Nuestra pregunta clave es ‘si los clientes demandan mayor valor, cómo tenemos que combinar las capacidades existentes en la empresa para ofrecerle al cliente ese valor superior?’ Nosotros proponemos que la interacción entre las tres capacidades conforma una capacidad de orden superior.
CLASIFICACIÓN JEL:
M10
PALABRAS CLAVE:
Valor para el Cliente
Capacidades
Orientación al Mercado
Procesos de Conocimiento
Gestión de la Relación con el Cliente
ABSTRACT
The aim of this paper is to contribute to the strategic management literature by identifying the possible combinations among three organizational capabilities (market orientation, knowledge processes and customer relationship management). We also analyze the possible interaction among them to give the creation of superior customer value as a result. Our research question is ‘if the customer requires a superior value, how the firm has to combine the extant capabilities to offer them this superior value?’ We advance that the interaction among the three proposed capabilities constitutes a capability.
JEL CLASSIFICATION:
M10
KEY WORDS:
Customer Value
Capabilities
Market Orientation
Knowledge Processes
Customer Relationship Management
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