MEMBANGUN KEUNGGULAN KHAS PERUSAHAAN
ABSTRACT: This article is a preliminary concept of a research on the
company specific advantage. A study on sustainable competitive
advantage is a
study which attracts
researchers on doing
strategic mangemen and marketing
management researchs, since
its potency to
explore how long
term company performance can be produced and increased. Most studies
focus on the advantage from the point view of company resources basic, and only
few of them explore competitive advantage of end user. The concept of business strategy, recently,
refers to what customer’s need, hope and feel, on the contrary, the source of short term characteristic
advantage only focuses on the result and options that are achieved in the
certain time. While, competitive
strategic advantage, with long-term customer’s orientation, focuses on the future goal and concentrates
in the present and future result. The basic implementation and formula of
strategy is a process and mechanism of how company achieves and maintains
sustainable benefit.
Key words;
Company-Characteristic
Advantage, Marketing Capability,
Consumer Satisfaction, Marketing
Performance
Penulis: Andi Setiawan
Kode Jurnal: jpmanajemendd100116
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