Dynamic Marketing Capabilities Research Articles

WTO/TBT 제품인증 획득이 기업의 수출성과에 미치는 영향: 기술동적역량과 마케팅 조절효과를 중심으로

WTO/TBT 제품인증 획득이 기업의 수출성과에 미치는 영향: 기술동적역량과 마케팅 조절효과를 중심으로

Competitive Intensity, Innovation Capability and Dynamic Marketing Capabilities

Competition intensity (CI), innovation capability (IC) and dynamic marketing capabilities (DMCs) are still an interesting problem for studies in scientific research. This study aims to determine the extent of the ability of innovation in mediating the effect of the intensity of competition on dynamic marketing skills. Quantitative descriptive becomes the method used in this study, with simple linear regression analysis and SPSS v 23 and Amos v. 23 software as a calculation tool, beginning with the measurement of the model using Confirmatory Factor Analysis (CFA) and Product of Coefficient Strategy analysis: Single Mediation Model, with a sample of 189 MSMEs engaged in the processing industry in Sukabumi. This study shows that the innovation capability variable (IC) can mediate the influence of competition intensity (CI) on dynamic marketing capabilities (DMCs) on MSMEs in Sukabumi, West Java, Indonesia in 2018.

The Influence of Dynamic and Adaptive Marketing Capabilities on the Performance of Portuguese SMEs in the B2B International Market

The present investigation aims study the sustainability of the business model of the Portuguese SMEs operating in the B2B International market analyzing the influence of dynamic marketing capabilities and adaptive marketing capabilities in their international marketing performance. It will also analyze the moderating effects of Competitive Intensity within this international scenario. A quantitative study was developed, using a questionnaire as a research method. In total, 335 valid responses were collected from Portuguese SMEs in June 2020. To test the hypotheses, multiple hierarchical regressions were performed. As for the analyzes involving Competitive Intensity environments, namely low and high intensity, dummies were developed to evaluate the different effects produced by the capacities in the International Marketing Performance. This study shows the positive impact of the dynamic marketing capabilities and adaptive marketing capabilities on the international marketing performance of the surveyed companies, essentially from the product development management, supply chain management, vigilant market learning and open marketing. when in a low competitive intensity environment only dynamic marketing capabilities had a positive effect on performance, but in a high, competitive, intensity environment both dynamic marketing capabilities and adaptive marketing capabilities showed positive effects in relation to performance. This study innovates by bringing international marketing, through two marketing capacities, from the perspective of SMEs that perform B2B activities.

Impacts of Dynamic Marketing Capabilities on Performance in Exporting

The purpose of this paper is to construct the operationalization of dynamic marketing capabilities and analyze its effectiveness in overseas market. The author examines the impacts of dynamic marketing capabilities on performance based upon the sample of 180 export companies in Korea. The findings reveal that dynamic marketing capabilities such as “market responding capabilities” and “marketing resource rebuilding capabilities” have significant impacts on performance in exporting. The result verifies the effectiveness of dynamic marketing capabilities in performance. It is necessary for firms to build dynamic marketing capabilities to achieve the desired performance, especially in the overseas market, where the market environment is completely different. Even though this study attempts to shed new light on theory of dynamic capabilities from a marketing perspective, there is a need for continuous discussions and research around the conceptualization and operationalization of dynamic marketing capabilities.

SMEs performance: the role of customer knowledge management and marketing dynamic capability

Competition in the current global era requires SMEs to improve their innovation capability in order to create a competitive advantage. Understanding customer knowledge management and dynamic marketing capability is essential in supporting new product innovation and SMEs' performance. This study examines the effect of customer knowledge management and marketing dynamic capability on SMEs innovation and performance. The samples in this study were 260 SME entrepreneurs. Data collection was carried out using questionnaires and interviews. Based on the results of data analysis using partial least squares, customer knowledge management does not affect innovation capability. Marketing dynamic capability has a significant effect on SMEs innovation and performance. Customer knowledge management has a significant effect on SMEs marketing dynamic capability and performance. Innovation capability has a significant effect on SMEs performance.

Construction of Enterprise Management Business Model Based on Internet of Things RFID Technology

This paper proposes a new tag anticollision algorithm. On the basis of the common query tree algorithm, this algorithm increases the number of query bits, so that the algorithm has a faster tag identification amount in the state of full time slots. Collision bit and total response bit are used to estimate the number of tags, and combined with the highest collision bit to determine whether it is continuous, the number of query crosses is adaptively adjusted, and a variable bit dynamic query tree tag anticollision algorithm is designed. In conjunction with the settlement environment, improvements have also been made in the status of the identified tags. The new algorithm has improved progress in reducing idle time slots and reducing search depth. Under the premise of ensuring stability, the recognition efficiency of the algorithm is improved. From the perspective of different dimensions of corporate network and marketing dynamic capabilities, based on the strength of network relationships and product development processes, it can promote value creation model innovation in business model innovation. That is, when the network partners communicate very frequently, they can provide new ideas and resources for enterprise product development and creation and then can better integrate innovation through product innovation, quality improvement, product development cycle shortening, and development advance management. Typed products and resources are put into the operation process of the industrial chain of product output to better create new products for customers and lay the foundation for realizing the innovation of corporate value creation models. Based on the network density and customer relationship process, it can promote the value proposition model innovation in the business model innovation. Enterprise business model innovation should not only pay attention to the collaborative innovation between different elements within the enterprise but also pay attention to the overall coordination mechanism of the company’s external interest network, pay attention to the different value propositions of stakeholders through the enterprise network, and cultivate the enterprise’s rapid response to market changes. Network centrality has the greatest positive impact on the supply chain process. The company develops new products, manages customer relationships across departments, and implements supply chain management across departments.

Learning, Dynamic Capabilities, and Firm Performance: The Case of Entrepreneurial Firms in the South Korean Fashion Industry

Abstract Given their small size and young age, entrepreneurial firms are resource deprived. However, to successfully compete in dynamic environments, these firms are still required to build their dynamic capabilities. Using the ever-changing Korean retail fashion industry, we suggest that entrepreneurial firms deprived of formal marketing departments can learn from their main external repositories of market and product knowledge and develop their strategic marketing (dynamic) capabilities as routines, which, in turn, improve the entrepreneurial firms’ performance. Moreover, following the microfoundations argument of dynamic capabilities, we argue that these strategic marketing capabilities in the form of routines can be further enhanced by the entrepreneurial firm’s human resource flexibility. Our data reveals support for our arguments.

The Role of Marketing Resources and Marketing Dynamic Capabilities in Improving Business Performance of Insurance Firms in Iran

Purpose - This study aims to investigate the effect of marketing resources and marketing dynamic capabilities on the business performance of insurance companies. Design/methodology/approach - The population consists of all employees of the insurance firms in Ardabil and among them a sample of 177 people was selected using non-random convenience method. A standard questionnaire was used to measure variables. The hypotheses were analyzed using structural equation modeling method with use of SmartPLS software. Findings - The results show that marketing resources have a positive impact on marketing dynamic capabilities. Also, marketing dynamic capabilities have a positive impact on customer performance and market performance. Finally, the positive impact of market performance and customer performance on financial performance was also confirmed. Originality/value - There is lack of research explaining the role of marketing resources and marketing dynamic capabilities in improving business performance in service industries, especially in important insurance industry. This study attempts to reduce this gap in the literature, as its main goal is to assess the impact of marketing dynamic capabilities in improving business performance of insurance firms.

Internal and external factors affecting new product development performance

<p><em>The Covid-19 pandemic is strengthening the power of digital disruption. Over the decades, there has been a lot of research focusing on the factors affecting performance of new product development (NPD). However, there are gaps and conflicting results regarding factors affecting new product development performance. This study aims to determine the effect of network externalities and company's strategic orientation mediated by dynamic marketing capability and network capability in Indonesia. Data collection is carried out by simple random sampling, with the population of operational and managerial levels engaged in new product development processes in various firms. 61 Respondents mostly come from Electronic and Fast-Moving Consumer Goods industry, as for the year of work are equally distributed from 2 to above 10 years. The data obtained is processed using the Partial Least Square Structural Equation Modelling (PLS-SEM) method. This method allows us getting measurement and structural model where we test the t-value of each relationship. The result shows a new perspective on Dynamic Marketing Capability and Network Capability. It also shows the need for balancing dimensions of Strategic Orientation. Lastly, Network Externalities is proven to influence the performance of New Product Development.</em><em></em></p>

PREDICTORS OF E-MARKETING ADOPTION BY ZIMBABWEAN CHURCHES

Electronic marketing has transformed marketing practices. However, the acceptance of e-marketing applications and principles in churches has been moderate. This study examined the predictors of e-marketing adoption among Zimbabwean churches. The study was quantitative in nature, and a positivist orientation was adopted. Two hundred and fifty self-administered questionnaires were distributed to clergymen from various churches in Zimbabwe. Structural equation modelling using Smart PLS software was employed during the data analysis phase. Both descriptive and inferential statistics were manipulated in this study. The results indicate that marketing orientation, marketing innovation, church youth marketing, competitive intensity, and dynamic marketing capabilities have a significant influence on e-marketing orientation among Zimbabwean churches. Lastly, e-marketing orientation spurs an increase in religiosity and spirituality of church members.

Dimensions of dynamic marketing capability and export performance

Purpose The purpose of this paper is to develop a conceptual framework on the dimensions of dynamic marketing capability (DMC) and its relationship with export performance. The paper also proposes the mediating role of competitive hybrid strategy and the moderating role of environmental responsiveness in explaining the relationship between DMC and export performance. Design/methodology/approach By following the dynamic capability notion of the marketing and competitive strategy literature, this paper proposes a novel conceptualization of the DMC development process and the possible effect of DMC on attaining competitive advantage. Findings The paper postulates that a firm’s DMC can reflect complementary power when its higher-level marketing capabilities are bundled together to detect distributing channel members’ crucial needs, competitors’ action plans and satisfying market demand. As yet little is known about the main underlying dimensions of higher-level DMC construct, the paper contributes in proposing the key dimensions of DMC. Originality/value This research advances the knowledge-based view and resource-based views and evolves a solid foundation of DMC constructs comprising four higher-order marketing capabilities, namely, ambidextrous market orientation, customer relationship management capability, brand management capability and new product development capability. Thus, this paper contributes in DMC literature in explaining export performance.

Change or perish: Examining the role of human capital and dynamic marketing capabilities in the hospitality sector

Abstract Many researchers have endeavored to explain which factors contribute to sustainable competitive advantage. Toward this end, this study contributes to the marketing and hospitality management literature by providing empirical evidence on how human capital, dynamic marketing capabilities, and market dynamism influence competitive advantage in the hotel sector. We collected cross-sectional survey data from marketing and sales managers in 165 hotels, along with in-depth interviews in three hotels, based in four Gulf Cooperation Council (GCC) countries, namely, Saudi Arabia, Qatar, United Arab Emirates and Bahrain. The findings reveal that human capital directly, and indirectly through dynamic marketing capabilities, plays a critical role on developing competitive advantage. To contextualize this role, our research reveals that market dynamism moderates the mediated relationship between human capital and competitive advantage via market sensing capabilities. We discuss how the findings offer theoretical and managerial implications for the development of competitive advantage in the hotel sector.

International expansion: mediation of dynamic capabilities

PurposeTaking into account the resource-based view and the dynamic capabilities theory, the main aim of this research is to analyse how the intensification of the internationalisation process entails a solution for the problems generated by an economic crisis in the national market. To do so, we establish two specific goals. The first is to find out the mediator value of the dynamic marketing capability in the relation between the strategy of increasing markets and performance. The second is to determine if there exist differences in this relation between firms of incremental internationalisation and firms of early internationalisation, called international new ventures (INV).Design/methodology/approachThe study provides information on these problems via testing hypotheses of a conceptual model, which uses a sample of 145 Spanish export firms. The data analysis employs a structural equation modelling (SEM) through partial least squares (PLS) as a statistical instrument.FindingsThe results lead to two main conclusions: (1) in times of economic crisis, the dynamic marketing capability plays a mediator role between the increase of the number of international markets served and the international and national results; (2) the dynamic marketing capabilities bring about learning effects in the internationalisation process, which affect incremental firms and INV differently.Originality/valueThis work explores, in times of crisis, how internationalisation becomes a way out for firms to increase the levels of demand and improve their general performance. Furthermore, it also analyses the mediator role of the dynamic marketing capability in the relation between the increase of the level of internationalisation and the firm performance. In this relation, it establishes that there are significant differences in the results obtained between incremental internationalisation firms and INV, determining the notable strategic differences between the two management models when facing periods of economic recession.

Strategic orientations, marketing capabilities and radical innovation launch success

PurposeThe purpose of this paper is to develop a radical innovation launch model that shows the relationship of the market, entrepreneurial and learning orientations with each other, with radical innovation launch marketing capabilities and the subsequent effect on radical innovation launch success. It will provide practitioners with best practices and add to current marketing theory.Design/methodology/approachAn online survey was done, resulting in a usable sample of 176 radical innovation launch practitioners from a cross-section of US companies, namely, small to large, business-to-business and business-to-consumer firms offering a variety of products and services. A partial least squares structural equation modeling technique was used to test construct relationships and the effect on each other.FindingsAn organizational learning orientation has a direct effect on the market and entrepreneurial orientations. Learning and marketing orientations are critical links to having radical innovation launch marketing capabilities. While an entrepreneurial orientation has a direct effect on radical innovation launch success, proper, dynamic marketing capabilities are a significant driver. Over 40% of the variance in radical innovation launch success is directly or indirectly affected by the three studied strategic orientations and radical innovation launch marketing capabilities.Research limitations/implicationsThis study was conducted only in the USA. A cross-cultural study could be undertaken. Type and size of firm, type of external environment, radical innovation department structure, transformational leadership strength and competitive intensity effect could be studied. New, up-to-date adaptable marketing capabilities should be researched and validated.Practical implicationsFor radical innovation launch success, it is critical that a firm develop the market, entrepreneurial and learning orientations and have specific, dynamic marketing capabilities in place. Existing managers should be trained, or new talent hired, to give the firm the capability to develop unique, radical innovation launch strategic, brand identity and new target market plans, to select and manage new downstream partners, and to have quick, customer launch feedback mechanisms in place.Originality/valueAn empirical study of the effect of all three strategic orientations on radical innovation launch marketing capabilities and subsequent radical innovation launch success has not been previously addressed.

Effect of dynamic marketing capabilities in strategic direction (A survey of a number of private banks / Baghdad)

أن اشتداد حدة المنافسة في بيئة الأعمال فرض على المنظمات البحث مقدرات دینامیكیة تسويقية تساعدها في التحسس والتصور الذهني للفرص في الأسواق والمضطربة والإحاطة بها، ثم أعادة تشكیل وتطویر المقدرات التسویقیة للمنظمة وفق آلیات مثل سرعة وتوقیت وتكرار التطبیق، إذ تتمثل مشكلة اغلب المنظمات في ضعف اهتمامها بالمقدرات الديناميكية التسويقية التي تمثل العامل الأهم في تعزيز أدائها التسويقي، لذا هدف البحث الى تحديد اهم المقدرات التي ينبغي على المصارف الاهتمام بها وتقييم دورها في تحديد التوجه الاستراتيجي لتلك المصارف، واختبار فرضيات الارتباط والتأثير بين متغيرات البحث من خلال توزيع استمارة الاستبانة على عينة بلغت (62) مدير ورئيس قسم وشعبة يعملون في مجموعة من المصارف الاهلية (مصرف جيهان، مصرف الشمال، المصارف العراقي التجاري)، وقد جرى اختبار تلك الفرضيات باستخدام مجموعة من الوسائل الإحصائية تمثلت بـ( الأوساط الحسابية، معامل الارتباط والتأثير، الانحدار البسيط)، ومن ابرز الاستنتاجات التي توصل اليها البحث اهتمام المصارف عينة البحث باستثمار المقدرات الديناميكية التسويقية المتمثلة بـ(إدارة علاقات الزبون، المعرفة التسويقية، تطوير الخدمة) لما لها من أهمية في تعزيز قدرة الادارة العليا في تحديد توجهها الاستراتيجي لضمان نموها ضمن دائرة المنافسة والحفاظ على الحصة السوقية، وقد أوصى البحث المصارف عينة البحث بضرورة البحث والاهتمام بالمقدرات الديناميكية التسويقية كونها تسهم وبشكل فاعل في تحديد توجهها الاستراتيجي.

Innovation Capability and Market Share: The Moderating Effect of Marketing Capability

The performance of manufacturers of baby-care products in Nigeria experienced 1% improvement between 2017 and 2018 and this is in spite of the 36.9% birth rate within this period. Empirical submissions have linked the cause of this performance in the baby-care industry to primarily the macroeconomic conditions in Nigeria. Literatures advocate that to flourish in a changing environment, organizations need to employ competencies (innovation and marketing) that can adjust well with such turbulent environment. Hence, this study examined the effect of innovation capability on market performance. In addition it evaluated the moderating effect of marketing capability on the interaction between innovation capability and market performance. To achieve these objectives, the study employed a cross-sectional survey design and a sample of 232 employees of four manufacturers of baby-diapers in Lagos State, Nigeria. Through a validated questionnaire, a moderated regression analysis to test two-way interaction hypotheses was conducted, and the results show that innovation capability has a significant positive effect on market share (R2 = 0.221, F(1,233) = 66.279, β=0.460, t=8.141, p =0.000). Further analysis shows that innovation capability explained the increase experienced in market share with the introduction marketing capability as a moderator (ΔR2 = 0.02, ΔF(1,232)= 6.205,p=0.013). This finding suggests that managers of manufacturing companies in diaper production in Nigeria should invest more in developing an innovative high-level capability that would help their firms to improve their market performance. Moreover, pay attention to developing more dynamic marketing capability from an outside-in perspective to enhance the overall organizational performance.

Research on the Relationship between Novelty-Centered Business Model Innovation and Competitive Advantages of Sports Tourism—Based on the Empirical Analysis of Guizhou Province, China

Under the background of industrial integration, the combination of sports and tourism has rapidly become a new outlet in the industry. As a mountain tourism resource rich, Guizhou Province, focusing on creating a national sports tourism demonstration zone, has made a series of substantial progress in the development of sports tourism industry. This study is based on the development of the sports tourism industry in Guizhou Province. From the perspective of marketing dynamic capabilities, this paper explores the mechanism of the role of novelty-centered business model innovation on competitive advantage. Through the empirical analysis of 224 valid questionnaires, the results show that there is an inverted u-shaped relationship between novelty-centered business model innovation and competitive advantage and the marketing dynamic capabilities play a positive regulating role between the two. The research results provide ideas and management inspiration for the sports tourism industry and enterprises to build competitive advantages from model innovation and enhanced marketing dynamic capabilities.

Dynamic Marketing Capabilities in Reviewing Previous Research Concepts and Future Research Opportunities

The purpose of this study is to find out things related to dynamic marketing capabilities seen from the aspect of concepts supported by all theories and also foregoing studies have been published in reputable international journals, besides this study is completed to bring up research opportunities can be done by future researchers. The method used in researchers is to conduct an in-depth study related to the variable dynamic marketing capabilities in existing literature, both books and journals that have been published internationally and online versions. As for what is interesting and being the novelty from the results of this study are in this article revealed opportunities can be done more distant by doing further research that has not been done by previous researchers.

Lone wolf or social monkey? The role of marketing outsourcing in the development of second-order marketing competences

Marketing outsourcing has been increasing for decades due to its well-known benefits, even though the development of dynamic marketing capabilities can be severely damaged as a result. This study focuses on the conditions under which marketing outsourcing favors organizational learning. We found that the relationship between marketing outsourcing and second-order marketing competences resembles an inverted U curve. The first-order marketing competences and absorptive capacity positively moderate this relationship both individually and jointly, by shifting the U-curve to the right. Thus, any firm has an optimum level of beneficial outsourcing that depends on how skilled it is in the outsourced marketing function and its ability to assimilate and apply new knowledge. Our findings provide learning-related criteria for the outsourcing decision. Firms that will consider them can develop a knowledge-based competitive advantage while still enjoying the benefits of outsourcing. Against the common wisdom, we show that the development of new marketing capabilities is an equally challenging task for marketing functions with both low and high knowledge intensity.

International new venture performance: Role of international entrepreneurial culture, ambidextrous innovation, and dynamic marketing capabilities

International new ventures (INVs) contend with environmental dynamism in global markets, compelling firms to enhance their innovation and marketing capabilities. While the INV literature is growing, it is not informative as to how INVs develop and utilize dynamic capabilities to overcome resource-constraints to enhance performance. We utilize the concept of international entrepreneurship culture (IEC) to better understand how INVs advance innovation and dynamic marketing capabilities to succeed in their internationalization activities. Building on the dynamic capabilities view (DCV), we empirically examine the relationships among IEC, ambidextrous innovation, dynamic marketing capabilities, and INV performance under varying levels environmental dynamism. The findings highlight that IEC influences both ambidextrous innovation and dynamic marketing capabilities; and, together, these link to INV performance gains. Furthermore, this research finds support for the mediating effects of ambidextrous innovation and dynamic marketing capabilities in the IEC – INV performance relationship. Additionally, the results indicate an international entrepreneurial culture is of greater significance in developing ambidextrous innovation when environmental dynamism is present. The study context is a sample of 286 high-technology INVs from India, a large and dynamic emerging market.