Putting forth marketing competencies strength with collaborating partners in the hotel industry [Summary]
Ku, Edward C.
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The research objectives of the study investigated how the service advantage, competencies of sales and marketing influenced marketing team performance via joint decision-making. Collaborating with partners will increase the relationship boundaries, joint decision-making is an important mediating factor among competencies and performance, and the director of sales and marketing has the responsibility to develop consistent processes; furthermore, a hotel needs to be innovative to be the leading performer, competency is essential for making strategic decisions such as mutual cost management and efficiency improvement problems in the collaborating relationship; the director of sales and marketing must keep abreast of the hotel’s production and technological developments.