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Creando Capacidades Que Aumenten El Valor Para El Cliente / Creating Capabilities That Increase Customer Value

Author

Listed:
  • Martelo Landroguez, Silvia

    (Universidad de Sevilla (España))

  • Barroso Castro, Carmen

    (Universidad de Sevilla (España))

  • Cepeda Carrión, Gabriel

    (Universidad de Sevilla (España))

Abstract

El objetivo de este artículo es contribuir a la literatura al identificar las posibles combinaciones entre tres capacidades organizativas (orientación al mercado, procesos de conocimiento y gestión de la relación con el cliente) y analizar su interacción, cuyo resultado será la creación de un mayor valor para el cliente. Nuestra pregunta clave es ‘si los clientes demandan mayor valor, ¿cómo tenemos que combinar las capacidades existentes en la empresa para ofrecerle al cliente ese valor superior?’ Nosotros proponemos que la interacción entre las tres capacidades conforma una capacidad de orden superior. / The aim of this paper is to contribute to the strategic management literature by identifying the possible combinations among three organizational capabilities (market orientation, knowledge processes and customer relationship management). We also analyze the possible interaction among them to give the creation of superior customer value as a result. Our research question is ‘if the customer requires a superior value, how the firm has to combine the extant capabilities to offer them this superior value?’ We advance that the interaction among the three proposed capabilities constitutes a capability.

Suggested Citation

  • Martelo Landroguez, Silvia & Barroso Castro, Carmen & Cepeda Carrión, Gabriel, 2011. "Creando Capacidades Que Aumenten El Valor Para El Cliente / Creating Capabilities That Increase Customer Value," Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE), Academia Europea de Dirección y Economía de la Empresa (AEDEM), vol. 17(2), pages 69-87.
    • Handle: RePEc:idi:jiedee:v:17:y:2011:i:2:p:69-87
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    References listed on IDEAS

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    1. Slater, Stanley F. & Narver, John C., 2000. "The Positive Effect of a Market Orientation on Business Profitability: A Balanced Replication," Journal of Business Research, Elsevier, vol. 48(1), pages 69-73, April.
    2. Webster, Frederick Jr., 1988. "The rediscovery of the marketing concept," Business Horizons, Elsevier, vol. 31(3), pages 29-39.
    3. Christoph Zott, 2003. "Dynamic capabilities and the emergence of intraindustry differential firm performance: insights from a simulation study," Strategic Management Journal, Wiley Blackwell, vol. 24(2), pages 97-125, February.
    4. David J. Teece & Gary Pisano & Amy Shuen, 1997. "Dynamic capabilities and strategic management," Strategic Management Journal, Wiley Blackwell, vol. 18(7), pages 509-533, August.
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    More about this item

    Keywords

    Valor para el Cliente; Capacidades; Orientación al Mercado; Procesos de Conocimiento; Gestión de la Relación con el Cliente.; Customer Value; Capabilities; Market Orientation; Knowledge Processes; Customer Relationship Management.;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General

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