Title: Studying role of marketing competence in the firm level competitiveness

Authors: Abid Sultan; Saurabh Srivastava

Addresses: Department of Management Studies, University of Kashmir, Srinagar, J&K, 190006, India ' Faculty of Management, School of Business, Shri Mata Vaishno Devi University, Katra, Jammu, J&K, 182320, India

Abstract: Based on the composite score index methodology, the study measures the role of the marketing competence in the competitive performance of a firm. It describes the competitive performance and marketing competence for the small and medium enterprises. The study inquires into the association and effect of the marketing competence on the competitive performance of the agro-food processing units in Jammu and Kashmir (J&K), India. The results of the present study reveal a positive relationship between the marketing competence and competitive performance. Further, for understanding the competitive position of the surveyed firms, each firm has been positioned in relation to the other firms on competitive performance and marketing competence index. The study has managerial and policy implications for the strategic growth and development of the agro-food processing industry in J&K.

Keywords: composite score index; competitiveness; agro-food processing industry; firm level competitiveness; marketing competence; competitive performance.

DOI: 10.1504/IJMCP.2018.096067

International Journal of Management Concepts and Philosophy, 2018 Vol.11 No.4, pp.415 - 432

Received: 24 Jan 2018
Accepted: 17 Jun 2018
Published online: 09 Nov 2018 *

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