Capabilities as Marketable Assets: a proposal for a functional categorization

K. Blois, R. RAMIREZ

Industrial Marketing Management

novembre 2006, vol. 35, n°8, pp.1027-1031

Départements : Management et Ressources Humaines

Mots clés : Capabilities, Assets, Value creation

While it is through creating and marketing products that firms achieve success, there are also significant opportunities for them to create value by exploiting the capabilities they utilize in creating products. However, seeing capabilities in this light demands new ways of thinking about product markets and marketing policies