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Putting forth marketing competencies strength with collaborating partners in the hotel industry

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  • Edward Ku

Abstract

The research objectives of the study investigated how the service advantage, competencies of sales and marketing influenced marketing team performance via joint decision making. Research questionnaires were mailed to the director of the sales and marketing departments, and the participants were surveyed during a 4-month period, of the 650 questionnaires sent, 169 responses were received. Collaborating with partners will increase the relationship boundaries, joint decision making is an important mediating factor among competencies and performance, and the director of sales and marketing has the responsibility to develop consistent processes; furthermore, a hotel needs to be innovative to be the leading performer, competency is essential for making strategic decisions such as mutual cost management and efficiency improvement problems in the collaborating relationship; the director of sales and marketing must keep abreast of the hotel’s production and technological developments. Copyright Springer-Verlag Berlin Heidelberg 2014

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  • Edward Ku, 2014. "Putting forth marketing competencies strength with collaborating partners in the hotel industry," Service Business, Springer;Pan-Pacific Business Association, vol. 8(4), pages 679-697, December.
    • Handle: RePEc:spr:svcbiz:v:8:y:2014:i:4:p:679-697
    DOI: 10.1007/s11628-013-0209-7
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    References listed on IDEAS

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