Serviços Personalizados
Journal
Artigo
Indicadores
- Citado por SciELO
Links relacionados
- Similares em SciELO
Compartilhar
Ciencias administrativas
versão impressa ISSN 0009-6784versão On-line ISSN 2314-3738
Resumo
LEVY, Alberto. UN MODELO PARA EL ANÁLISIS ESTRATÉGICO CONJUNTO DE LOS ACTIVOS INTANGIBLES DE LA MARCA Y EL CONOCIMIENTO: EL APORTE DE LAS CIENCIAS COGNITIVAS A LA ESTRATEGIA COMPETITIVA. Cienc. adm. [online]. 2020, n.16, pp.58-77. ISSN 0009-6784. http://dx.doi.org/https://doi.org/10.24215/23143738e066.
In this paper, we present, from a constructivist, systemic, cognitive, and linguistic perspective, a theoretical model on the concepts of market segmentation, consumer decision process, brand positioning, and competitive advantages. Likewise, from this constructivist, systemic, cognitive and linguistic perspective, we consider the concepts of an industry’s key competitive requirements, offer design, and distinctive competences. At last, we present the notion of competitive core as the link between competitive advantages and distinctive competences as the foundation of Competitive Strategy in the course of time and innovation.
Palavras-chave : distinctive competence; competitive core; brand positioning; industry key competitive requirement; market segment; competitive advantage.