ABSTRACT
The purpose of this chapter is to cover issues pertaining to:
The resource-based view (RBV) of the firm, which proposes internal competence is the key to acquiring and sustaining competitive advantage.
The importance of knowledge as the key competence for sustaining the survival of Western organisations.
The role of entrepreneurial competence to ensure the ongoing creation of new or improved products and internal operational processes.
The importance of exploiting superior competence of the workforce to differentiate the organisation from competition.
The opportunities for using CRM to support superior competence in understanding and responding to customer needs.
