Creando capacidades que aumenten el valor para el cliente

• Autores: Silvia Martelo Landroguez, M. Carmen Barroso Castro , Gabriel A. Cepeda Carrión
• Localización: Investigaciones europeas de dirección y economía de la empresa, ISSN 1135-2523, Vol. 17, Nº 2, 2011, págs. 69-87
• Idioma: español
• DOI: 10.1016/s1135-2523(12)60053-7
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 7 Citas
• Resumen

  • El objetivo de este artículo es contribuir a la literatura al identificar las posibles combinaciones entre tres capacidades organizativas (orientación al mercado, procesos de conocimiento y gestión de la relación con el cliente) y analizar su interacción, cuyo resultado será la creación de un mayor valor para el cliente. Nuestra pregunta clave es �si los clientes demandan mayor valor, ¿cómo tenemos que combinar las capacidades existentes en la empresa para ofrecerle al cliente ese valor superior?� Nosotros proponemos que la interacción entre las tres capacidades conforma una capacidad de orden superior.

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