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Paper info: Communicating Competence. An Experiential Communication Approach For Business Markets

Title


Communicating Competence. An Experiential Communication Approach For Business Markets

Authors


Francesca Golfetto

Place of Publication


The paper was published at the 19th IMP-conference in Lugano, Switzerland in 2003.

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Abstract


The paper proposes a view of communication which uses tools and communication codes that seek to represent the supplier's skills as a specific competence provider. This approach is supported by the resource-based view (RBV), but takes a cue from business practice and, above all, content transmitted through tools other than advertising. These tools propose experiential communication, i.e. a communication in which the supplier's skills can be tested and compared. The content of ?competence based communication? reflects the way by which competencies are transferred from supplier to customer: this is realised in part by the product (which we call 'solid? or 'standardised? competence) an in part by the supplier's ability to align with the customers processes and needs (?fluid? or ?adaptable? competence), while the function of effectivenss (innovation, for example) and networking are almost exclusively centred on the potential of capability (fluid competence) provided by the supplier to the customer.