KEY TO SUPERSTARDOM IN A GLOBALISED MARKET: THE ROLE OF MARKETING CAPABILITY AND INTANGIBLE CAPITAL
(주)코리아스칼라
- 최초 등록일
- 2023.07.31
- 최종 저작일
- 2023.07
- 6페이지/ 어도비 PDF
- 가격 4,000원
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서지정보
ㆍ발행기관 : 글로벌지식마케팅경영학회(GFMC)
ㆍ수록지정보 : Global Marketing Conference
ㆍ저자명 : Pooria Miladi G, Reza Salehnejad, Ronald Ramlogan
영어 초록
Recently, attention has increasingly been paid to the heterogeneity of firm performance. Some firms seem to extensively outperform their rivals not only in terms of productivity but also regarding sales, returns on investment, etc. Importantly, the chasm between the superstar firms, most successful group of firms in an industry, and their peers has been widening especially in the 21st century (Van Reenen, 2018).Superstar firms’ impacts on economies have gained a great deal of attention in the economics and policy literature. Understanding what helps firms become superstars can guide policy and management but requires further research and input from the management literature. This paper brings the topic of superstar firms to the management literature, develops a theory, and offers an empirical view of the drivers of superstar firms.
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