Projects / Programmes source: ARIS

Market aspects of firms' competitive capabilities

Research activity

Code Science Field Subfield
5.02.00  Social sciences  Economics   

Code Science Field
S191  Social sciences  Market study 
competencies, marketing, market, competitive position, transition, sustainable competitive advantages, resources, competition, marketing strategies and marketing mix
Evaluation (rules)
source: COBISS
Researchers (5)
no. Code Name and surname Research area Role Period No. of publicationsNo. of publications
1.  04487  PhD Milan Jurše  Economics  Researcher  2002 - 2004  734 
2.  15314  PhD Damijan Mumel  Economics  Researcher  2002 - 2004  1,011 
3.  08513  PhD Anton Ogorelc  Economics  Researcher  2002 - 2004  369 
4.  22429  MSc Aleš Petejan  Economics  Researcher  2002 - 2004  79 
5.  03751  PhD Boris Snoj  Economics  Head  2002 - 2004  945 
Organisations (1)
no. Code Research organisation City Registration number No. of publicationsNo. of publications
1.  0585  University of Maribor, Faculty of Economics and Business  Maribor  5089638001  22,818 
The proposed research project is linked with the international research project "Marketing in the 21st century" in which research teams from 11 states all over the world are cooperating led by the marketing research group from Great Britain.One of the fundamental problems confronting the management of firms in transition countries is the growing pace of environmental dynamics reflected in increasing impact of their local and global (macro and micro) environment on their competitive position and competitive advantage. The impact of these forces is reflected in: rising customer expectations, in the globalisation of markets and competition, in strategic alliances, mergers and acquisitions, in the internationalisation of companies, in rapid technology development, in the liberalization of international trade and legislation, in the deregulation of entry conditions and opening of local markets to foreign competition, in the intensive privatization of companies and changes of their ownership structure, etc. These dynamic changes raise many new pressures on companies in Slovenia regarding the development of competitive advantages and a platform for the effective and efficient market performance in terms of the defending competitive positions in current markets, opening new markets, and enhancing a perceived value and quality of their offerings respectively. Therefore they have to pay greater attention to proffessional marketing knowledge especially from the perspective of supplementing the basis for their competitive advantage. In doing so conventional factors of competitive advantage are being enriched (supplemented) with a variety of "soft" factors which lead to increased importance of service components in firms' offerings and greater role of human resources in creating added value for the customers. Recently researchers have begun to advocate bringing together different perspectives in the understanding of companies' competitive advantage (asset or resource based marketing, market-led capabilities and resource-advantage theory). New approach in which the importance of both the external and internal resources of sustainable competitive advantage have been equally recognized and accounted for bringing a holistic perspective in the understanding of mechanisms of the development of firms' sustainable competitive advantage. Competitive positions are created through the development of competitive advantage generating resources on one hand and the company ability to match these resources to the needs of target customer groups.In Slovenia the comprehensive marketing research regarding the relations between the advantage generating resources and the competitive position of companies hasn't been undertaken yet.The basic purpose of the research is to examine relevant relations between firms' resources, competitive positioning, marketing strategies and their performance in order to test underlying theoretical model and relations between its components and broaden the knowledge on the structure of competitive drivers and their impact on performance. The research should contribute also to methodological instruments refinement and extend the knowledge base of the research field in relation to other research efforts, being currently undertaken by researchers in other countries.
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