• Dominik KemsaEmail author
Part of the BestMasters book series (BEST)


The achievement of sustained competitive advantage (SCA) and superior performance is the most crucial task of every business endeavor, because it is the sine qua non for the enterprise’s long-term survival (Drucker 1954, p. 3; Porter 1985, p. xv; Schumpeter 1942, p. 82). Due to the ever-changing nature of the business environment, a firm’s attention to the market developments and the continuous adaptation of the firm’s strategy is of decisive importance for keeping pace with customers and succeeding against competitors (Christensen 2001, pp. 105; D’Aveni 1995, pp. 45; Wiggins and Ruefli 2005, pp. 887). Fuelling the entire organization with market insights and orchestrating all customer- and competitor-directed activities, marketing plays an essential role in securing a firm’s SCA and survivability (Feng, Morgan and Rego 2015, pp. 13; Krush, Sohi, and Saini 2015, pp. 32; Kumar et al. 2011, pp. 16; Slater and Narver 1995, p. 66).


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Copyright information

© Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2019

Authors and Affiliations

  1. 1.MannheimGermany

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