Dynamic Marketing Capabilities in Intercultural Environment

Abstract

The dynamic capabilities approach is nowadays one of most influential schools in management theory, and this approach calls for systematic reorganizing of company resources and processes due to changing competitive environment. In this chapter, we contribute to emerging knowledge on dynamic capabilities (DCV) in marketing in several ways. Firstly, we identify the gaps in the literature with regard to these capabilities emphasizing some controversies and inconsistencies with regard to definitions of main constructs and their measurement. Secondly, we review prior conceptualizations in this area and propose our own definition of so-called dynamic marketing capabilities (DMC) which is aligned with DCV in strategy research as well as with prior typologies of marketing resources and capabilities. Thirdly, we present results of own qualitative research (case studies), which allows us to identify how real existing companies develop and use DMC in their activities on export markets. Thus, our study enabled exploration of some building blocks of DMC on international markets.