MARKETING CAPABILITIES FOR INNOVATION-BASED COMPETITIVE ADVANTAGE IN THE SLOVENIAN MARKET

Abstract

The primary role of marketing within the competitive advantage is innovation. The customer value-based differentiation strategies will drive the companyʼs market research efforts, its selection of target markets, its product development processes, its market communications programs, and its delivery processes. These processes require many specific capabilities that enable the firm to carry out activities necessary to move its products or services through the value chain. We must explore the role of distinctive marketing capabilities in competitive strategy of the company. As sources of competitive advantage, companies try to create their product or service differentiation by developing higher product or service quality, by using their knowledge to solving marketing problems, by communicating with their customers, and by satisfying customerʼs needs. We also would like to confirm that superior customer service lead to companyʼs innovation. The paper closes with the implications of the findings and highlights promising future research avenues.