The Influence of the Development of Contextual Knowledge on Differentiating Competencies

The subject of this paper is based on the definition of competence as the individual’s ability to activate, utilize and merge the knowledge and skills acquired when faced with complex, diverse and unpredictable work situations. The purpose of this study is to determine whether the development of specific contextual knowledge and skills within an organization leads to the adoption of specific differentiating competencies by individuals. The survey included marketers employed by three medium-sized Slovenian enterprises, who function in three different work contexts, according to our findings. The results of the research show that the differentiating competencies that distinguish the superior job performance marketing employee from an average one in terms of work success are subject to the development of specific contextual knowledge and skills.