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Marketing employees' learning through contact with marketing service providers (MSPs): analysis and deconstruction of the transmitted knowledge flow.

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Date
2015-05
Dewey
Marketing
Sujet
Inter-organizational learning; Knowledge transfer; Marketing knowledge; Marketing assets; Marketing resources; Marketing capabilities; Marketing competences; Marketing employees; Marketing service providers
JEL code
M.M3.M31
Conference name
45th European Marketing Academy Conference (EMAC 2015)
Conference date
05-2015
Conference city
Leuven
Conference country
Belgium
URI
https://basepub.dauphine.fr/handle/123456789/15966
Collections
  • DRM : Publications
Metadata
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Author
Moraux, Hélène
Volle, Pierre
1032 Dauphine Recherches en Management [DRM]
Type
Communication / Conférence
Abstract (EN)
Facing a more and more complex and moving environment, marketing employees must constantly reinforce their knowledge and their skills. To do so, they can rely on marketing service providers (MSPs) and take advantage of their working interactions to learn. It is then important to get interest in the marketing knowledge flow transmitted by these MSPs during working interactions. This research precisely aims at analyzing and deconstructing the transmitted marketing knowledge flow, using the concept of “marketing assets”. We therefore deconstruct the marketing knowledge flow transmitted by MSPs to marketing employees into marketing “resources”, marketing “capabilities” and marketing “competences”.

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