Building up Corporate Competence for Marketing Success

This article deals with corporate competence, itseffect on marketing success and potential meansbuilding it up by personnel training. The intention ofthis article is to study whether such backgroundfactors like size and industrial orientation effect oncompanies competence requirements in order to besuccessful in their marketing efforts, or whetherthese background factors have an effect on theexisting competence gaps and their closing bypersonnel training. The data was collected by asurvey sent to the marketing managementrepresenting 200 Finnish large and medium sizedcompanies. The empirical findings indicate that thereare only few significant differencies betweencompanies classified by used background factors. lngeneral it seems that company's size or its industrialorientation do not have an effect on companies'competence requirements or their build up bypersonnel training interventions