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Discuss How an Organization’s Marketing Information Skills and Resources Contribute to Its Distinctive Capabilities

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Discuss how an organization’s marketing information skills and resources contribute to its distinctive capabilities

Information gives the company ways to identify opportunities, develop strengths and spot weaknesses so they can be worked on. “Capabilities concerned with the processes of marketing strategy development and execution… are valuable non-substitutable sources of advantage that can lead to superior performance, which may be difficult for competitors to replicate” (Luxton, Reid, & Mavondo, 2015). Through marketing information skills and resources, the company can identify the market and provide to the community. “The independent performance impacts of marketing resources and marketing capabilities… suggests that a firm may obtain performance advantage from the complementarity of both marketing resources and marketing capabilities” (Ngo & O’Cass, 2012). For example, SWOT analysis information can be used by a company to identify and use its strengths, address their weaknesses and take advantage of opportunities presented. A company can use their distinctive capabilities when it analysis the information it has found and identifies the market it can successfully enter. Without information the company is blind and it will fail to accurately define its distinctive capabilities and gain a portion of the market. Market sensing capabilities and knowledge generation may directly create competitive advantage. Useful and effective resources, such as information, will allow the company to accomplish their goals through their business strategy.
References
Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated Marketing Communication Capability and Brand Performance. Journal Of Advertising, 44(1), 37-46. doi:10.1080/00913367.2014.934938
Ngo, L. V., & O'Cass, A. (2012). Performance implications of market orientation, marketing resources, and marketing

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