Organizational capabilities - Marketing Strategy

Resources are defined as all the assets and competencies to which the organization has access. Assets are given a broad definition to include both the tangible and intangible capital of the organization. Competencies are the skills that are contained within the organization.

The application of these skills to deploy the available assets effectively delivers the organization’s strategic capabilities in the market. Corporate capabilities are therefore defined as the combination of assets and competencies that denote the organization’s competitive capacity. Establishing an organization’s current and potential capabilities is therefore reliant upon an evaluation of two aspects of its resources: assets and competencies.


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