Competitive Advantage : Merging Marketing and the Competence‐based Perspective

The understanding of strategic marketing has evolved to an integrated part of market‐oriented business policy. Subsequently, marketing and management concepts have become even more closely related. Recently, the “competence‐based perspective” added an innovative approach to strategic management concepts. It suggests that competitive reality requires a new thought and action orientation in order to reach competitive advantages. Examines the role of business‐to‐business marketing within the competence‐based view of strategic management. Summarizes the main theses of the competence‐based view to provide a basis for the development of a competence‐based marketing model. Proposes a practicable framework to strategy formulation in marketing management.