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The Contribution of Marketing 3.0 for the Strategic Management of Competitive Advantages of Organizations: A Methodological Proposal
Abstract
The main objective of this chapter is to analyze the concept of competitive advantage of organizations from the study and valuation of their intangible assets. The evolution of marketing is analyzed from the materiality of the commercial transactions of purchase and sale of products and services, to the intangible aspects inherent to the transactional process, based on intellectual capital and values of spiritual nature. In the context of a new cosmogony, the authors conclude on the deciding role of the intangible assets of organizations in order to create their competitive advantage, based on the concepts of value, satisfaction, trust, and customer loyalty. They conclude with a proposal of a conceptual model for the sustainability of organizations in the transition from the traditional to the digital world.
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