Oyalty Illustated

Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing

​This volume includes the full proceedings from the 2013 World Marketing Congress held in Melbourne, Australia with the theme Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing. The focus of the conference and the enclosed papers is on marketing thought and practices throughout the world. This volume resents papers on various topics including marketing management, marketing strategy, and consumer behavior. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.​

Cultural Competence

Taking a strategic imperative perspective, this book introduces business leaders to a key differentiator that contributes to competitive advantage and financial sustainability: cultural competence. In a fast-changing and globalized world where organizations are being forced to rethink their strategies, understanding present and future environmental, social, and economic challenges is fundamental to creating a resilient and value-creating business. Combining experience and reflection, this book addresses concepts of organizational cultural competence as an internal differentiator and source of competitive advantage. Most organizations approach differentiation as an external feature of product and/or service delivery. Whereas these are open to imitation, cultural competence, as the internal DNA of an organization, is much more difficult, if not impossible, to imitate. The authors bring to bear their years of experience in corporate roles and as entrepreneurs and academics, sharing views and experiences based on research but also on primary examples, meta-insights, and real-world case studies. Senior leaders and consultants across industries, as well as students of strategy and leadership development, will value this serious and comprehensive guide that explains the importance of cultural competence as a strategic advantage in a global market.

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