Inkspell Marketers’ Alert by Dr. Smitha Ranganathan
Inkspell Media 6 Feb, 2018

Inkspell Marketers’ Alert by Dr. Smitha Ranganathan

Session #03:

       Core Competence to Digital Dominance


The 90s celebrated the theorization of Core competence represented by the harmonized combination of multiple resources and skillsets that adds to the competitiveness of a firm. Arguably, value addition to consumers forms the central idea of Core competence ideology.

Millenials have witnessed the rise and rise of four internet giants – Google, Apple, Amazon and Facebook. Google’s search algorithm, Apple’s device intelligence, Amazon’s e-tailing capabilities and Facebook’s social networking abilities were the easiest way to visualise markers of Core Competence.

Even in the B2B space, these four businesses have grown to a point such that they dominate the infrastructure most firms rely on to reach online customers be it for market access. However, these superpowers continue to infringe each other’s boundaries in their quest to increase their relevance in the winner-takes-all era.

The chronicles of the internet era will be one that will account for the balance of power among these four if they persist or will we hear a gripping narrative of power equation shifts? Will elastic core competencies pave way to a heightened battle of dominance?

#digital #digitaldominance #marketersalert #profsmitha #icl2018

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