Please use this identifier to cite or link to this item: http://hdl.handle.net/11718/11434
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dc.contributor.authorSahay, Arvind
dc.date.accessioned2013-11-26T03:31:50Z
dc.date.available2013-11-26T03:31:50Z
dc.date.copyright2013-05
dc.date.issued2013-11-26
dc.identifier.urihttp://hdl.handle.net/11718/11434
dc.description.abstractA firm’s ‘competitive advantage’ is considered to arise from certain ‘factors internal to the firm as postulated by the resource based view’ or from ‘external sources and industry structure.’ However, it remains unclear as to “how” these factors result in competitive advantage, since the literature has largely focused on establishing that the presence of these factors results in the manifestation of competitive advantage. Since firms serve customers, in this paper, we explore how both internal and external factors influence the organization-customer interface which, in turn, results in competitive advantage for the firm, i.e., we examine the process of manifestation of competitive advantage. We advance propositions to elucidate how internal and external factors influence different stages of organization’s interaction with the customer in terms of an increase or decrease in search, evaluation, and purchase transaction costs and a change in the consumption experience, as applicable. Competitive advantage is a function of these interactions. We also consider the role of three moderating variables – product involvement, frequency of purchase and cognitive vs. affect based evaluation – that are germane to the outcomes at the organization – customer interface.en_US
dc.language.isoenen_US
dc.relation.ispartofseries;W.P. No. 2013-05-08
dc.subjectMarketing Strategyen_US
dc.subjectResource based viewen_US
dc.subjectCompetitive advantageen_US
dc.subjectrganization-customer interfaceen_US
dc.subjectsearch costen_US
dc.subjectevaluation costen_US
dc.subjecttransaction costen_US
dc.subjectconsumption experienceen_US
dc.titleA customer oriented approach to identifying competitive advantageen_US
dc.typeWorking Paperen_US
Appears in Collections:Working Papers

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