Organizational assets are the accumulated capital,both financial and non-financial, that a company has at its disposal. These assets are both tangible and intangible (Hooley et al., 1998) and include:
Matching organizational capabilities to market needs through competitive positioning
These marketing assets fall into four main categories:
Distributing a product or service successfully into the market is a critical marketing activity. Therefore a number of potential assets lie in this area such as:
There are a number of internal organizational assets that lie outside the marketing function but can be deployed to give advantages to marketing activities. It is important to identify the underlying asset rather than just the activity. It is the asset that has the potential to be deployed in new ways to create additional advantages. There is a range of organizational assets that may give advantages to marketing activities:
There are a number of areas where the asset is linked to a formal, or informal, external relationship. These agreements with third parties can allow an organization to gain:
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