Abstract
In the paper it’s proposed a framework with capabilities-based view of the firm to explain how marketing capabilities can enhance sustained competitive advantage of the firm. Specifically, it is suggested that marketing capabilities are important determinants of sustained competitive advantage of the firm. Marketing processes within the firm require many specific capabilities that enable the firm to carry out activities necessary to move its products or services through the value chain. It should be explored 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 new product or service, by using their knowledge to solving marketing problems, by aligning the firm’s operations to changing conditions in the market and by satisfying customer’s needs. Marketing capabilities like generating new business ideas and new product development can enhance the firm’s sustained competitive advantage and thus should also be confirmed in the paper. The paper closes with the implications of the findings and highlights promising future research avenues.
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