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  • 18-21 Identity Spread Def

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    The document discusses the resource-based view of competitive advantage and identity-based marketing. It argues that under the current marketing paradigm, competitive advantage flows from a company's resources and capabilities matching customer needs. However, an identity-based approach suggests companies should balance their brand identity, which fits their resources, with satisfying customer needs, both current and latent. To do so, companies can build trust through a recognizable identity while also learning about and adapting to customer needs over time.

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    18-21 Identity spread def

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    The document discusses the resource-based view of competitive advantage and identity-based marketing. It argues that under the current marketing paradigm, competitive advantage flows from a company's resources and capabilities matching customer needs. However, an identity-based approach suggests companies should balance their brand identity, which fits their resources, with satisfying customer needs, both current and latent. To do so, companies can build trust through a recognizable identity while also learning about and adapting to customer needs over time.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    8 views2 pages

    18-21 Identity Spread Def

    Uploaded by

    api-19663370
    The document discusses the resource-based view of competitive advantage and identity-based marketing. It argues that under the current marketing paradigm, competitive advantage flows from a company's resources and capabilities matching customer needs. However, an identity-based approach suggests companies should balance their brand identity, which fits their resources, with satisfying customer needs, both current and latent. To do so, companies can build trust through a recognizable identity while also learning about and adapting to customer needs over time.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    of 2

    Resource-based view

    Supply Demand
    competitive advantage Brand Identity Customer needs
    flows from resources and Identity fits with resources (Current marketing
    capabilities
    paradigm)

    Identity-based marketing
    A company’s leading concept should be to balance
    customer needs and brand identity

    19
    • Building trust and relations by being
    recognizable and trustworthy Customer
    Brand • Companies learn customers about latent needs
    needs
    Identity

    • Company changes its competences and


    identity to better satisfy customers needs

    20 21

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