Template-Type: ReDIF-Article 1.0
Author-Name: Alberto Levy          
Author-Workplace-Name: Facultad de Ciencias Económicas. Universidad de Buenos Aires. Argentina.
Title: Un modelo para el análisis estratégico conjunto de los activos intangibles de la marca y el conocimiento: el aporte de las Ciencias Cognitivas a la Estrategia Competitiva    
Abstract: In this paper, we present, from a constructivist, systemic, cognitive, and linguistic perspective, a theoretical model on the concepts  of  market  segmentation,  consumer  decision  process,  brand  positioning,  and  competitive  advantages.  Likewise,  from  this  constructivist,  systemic,  cognitive  and  linguistic  perspective,  we  consider  the  concepts  of  an  industry’s  key  competitive requirements, offer design, and distinctive competences. At last, we present the notion of competitive core as the link between competitive advantages and distinctive competences as the foundation of Competitive Strategy in the course of time and innovation. 
Classification-JEL: L10
Keywords: distinctive  competence,  competitive  core,  brand  positioning,  industry  key  competitive  requirement,  market segment, competitive advantage.
Journal: Ciencias Administrativas
Pages: 59-78
Issue: 16
Number: 6
Year: 2020
Month: July-December
DOI: 10.24215/23143738e066
File-URL: https://revistas.unlp.edu.ar/CADM/article/view/9455
File-Format: Application/pdf
Handle: RePEc:lap:recadm:127