Building up Corporate Competence for Marketing Success
Abstrakti
This article deals with corporate competence, its
effect on marketing success and potential means
building it up by personnel training. The intention of
this article is to study whether such background
factors like size and industrial orientation effect on
companies competence requirements in order to be
successful in their marketing efforts, or whether
these background factors have an effect on the
existing competence gaps and their closing by
personnel training. The data was collected by a
survey sent to the marketing management
representing 200 Finnish large and medium sized
companies. The empirical findings indicate that there
are only few significant differencies between
companies classified by used background factors. ln
general it seems that company's size or its industrial
orientation do not have an effect on companies'
competence requirements or their build up by
personnel training interventions.
