IDEAS home Printed from https://ideas.repec.org/a/idi/jiedee/v17y2011i2p69-87.html
   My bibliography  Save this article

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
    as

    Download full text from publisher

    File URL: http://www.aedem-virtual.com/articulos/iedee/v17/172069.pdf
    File Function: complete text
    Download Restriction: no

    References listed on IDEAS

    as
    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.
    Full references (including those not matched with items on IDEAS)

    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.;

    JEL classification:

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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:idi:jiedee:v:17:y:2011:i:2:p:69-87. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Tony Crespo Franco). General contact details of provider: http://www.aedem-virtual.com/es/journal/iedee .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.