publication . Book . 2014

Le déploiement d'une capacité d'Open Marketing dans une organisation marketing : analyse selon une approche par les ressources, les capacités et les compétences marketing

Moraux, Hélène;
Open Access
  • Published: 01 Jan 2014
Abstract
Marketing has been given a strong interface and connection role within the literature, creating the assumption of a naturally “open” marketing. However, specifically, the opening of the marketing organization is not so obvious. In a theoretical paper, Day (2011) introduces the Open Marketing concept, defined as a capability to open the marketing organization to partners’ networks so as to gain marketing insights and capabilities in order to enrich the firm’s marketing. The concept is interesting, but its definition is not formalized and presents some drawbacks. Besides, the literature does not fully address the question of the marketing organization’s learning a...
Subjects
free text keywords: Open marketing; Organisation marketing; Apprentissage inter-organisationnel; Ressources, capacités et compétences marketing; Actifs marketing collectifs; Equipe marketing; Marketing Organization; Inter-organizational learning; Marketing resources, capabilities and competences; Collective marketing assets; Marketing team;, jel:M54, jel:M31
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