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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

Author

Listed:
  • Alberto Levy

    (Facultad de Ciencias Económicas. Universidad de Buenos Aires. Argentina.)

Abstract

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.

Suggested Citation

  • Alberto Levy, 2020. "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," Revista Ciencias Administrativas (CADM), IIA, Universidad Nacional de La Plata, Instituto de Investigaciones Administrativas, Facultad de Ciencias Económicas, Universidad Nacional de La Plata, issue 16, pages 59-78, July-Dece.
    • Handle: RePEc:lap:recadm:127
    DOI: 10.24215/23143738e066
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    File URL: https://revistas.unlp.edu.ar/CADM/article/view/9455
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    More about this item

    Keywords

    distinctive competence; competitive core; brand positioning; industry key competitive requirement; market segment; competitive advantage.;
    All these keywords.

    JEL classification:

    • L10 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - General

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