Marketing Strategy For Achieving Sustainable Competitive Achievement Essay

Marketing Strategy For Achieving Sustainable Competitive Achievement Essay

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In 21 century as states by Bartes, 2009 and Hamel & Green, 2007, information, knowledge and innovation are essential factors for companies to survive due to rapid growth of technology and globalization, therefore importance of innovation has been reinforced both by globalization and by rapid advances in new technologies.Althoght for implementing innovation in an organization needs keeping up motivate, skillful and commutable employees to boost competitive advantages. On the other hand, by increasing the competition among companies, they try to make a high-performance organization in the dynamic environment to reach their aims that are to satisfy their customer’s needs. As a result, there is the challenge for companies to make marketing strategy which has essential ways and tools for achieving sustainable competitive achievement. Kimberly Collins claims that "Marketing has always been an area focused on innovation and competitive differentiation" Development of the organization in traditionally firms mainly depended on financial and material resources and achieved value creation by offering differentiated product and service while with growth of technology and competition, organizations are forced to offer new service and develop cultures with Strong emphasis to external customers as value proposition (Barney, 2007).As per as previous literature in marketing ,most of the organization paid more attention to external factors and customer’s need for achieved to success but in today’s market-oriented and dynamic environment both internal and external factors and customers have significant role in organizational success (Lings, 1999). In this competitive environment, competitiveness also depend on innovation as a key competitive factor ...


... middle of paper ...


...ternal marketing to service innovation in service based manufacturing company and investigate challenges face to the organization due to dynamic and service environment.
The secondary objectives are to:
• Exploring the challenges of dynamic marketplace of selected company
• To show the Internal marketing as a way for organizations make sure that they have the proper, informed and motivated employees necessary to certify the successful co-creation of value.
• To estimate that Successful service innovation cannot, therefore, be achieved without due care of the workforce.
• To explore the role that internal marketing can play in the business models in manufacturing companies that support service innovation.
Thus, these lead to following questions, sub-research questions and hypothesis as shown in table
Table 1.1: Research Question and Hypothesis Research questions

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