People illustration People theory

Skills and Competencies

Corecompetencies are theskills that allow a business to deliver a benefit to customers, capabilities that are critical for a business to achieve a competitive advantage. In order to correctly analyse core competencies, competition between businesses needs to be seen as much a race for dominance of competence as it is for market position and power.

Seniormanagement simply can’t focus on the activities of an entire business and the competencies required to undertake them, therefore management need to focus their attention of competencies that really affect competitive advantage. A simple way to identify core competencies in any given market is to question why a customer is willing to pay more or less for one product/service than another. In order to be considered a core competency, it needs to be creatively unique and able to differentiate the business from others in a similar field.



Glossary »

Supporting Documents

These downloads will help to put people theory into context using real world examples from real businesses.

Using sports marketing to engage with consumers
Kia Motors logo

Learn how Kia Motors applied people theory to prosper in the automotive industry by downloading our premium case study.

The use of the marketing mix in product launch
NIVEA  logo

Learn how NIVEA employed people theory to prosper in the manufacturing industry by downloading our premium case study.

Using the marketing mix to drive change
Parcelforce Worldwide logo

Find out how Parcelforce Worldwide applied people theory to thrive in the logistics industry by downloading our premium case study.

Entering a new market with a new product
Experian logo

Discover how Experian used people theory to succeed in the financial services industry by downloading our premium case study.

Creating the right marketing mix
Motorola logo

Discover how Motorola used people theory to thrive in the telecommunications industry by downloading our premium case study.

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