What is it about?
Firm resources are often static, which does not align well with the growing turbulence of the market. To compete, firms need to align their technical and marketing capabilities in a synergistic way, in order to enhance their innovation outcomes (or innovativeness). Their ability to dynamically reconfigure these capabilities impacts performance.
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Why is it important?
Few papers have tackled the area of dynamic marketing capabilities, specifically as they relate to innovation. This paper also test samples of both manufacturing and service sector SMEs.
Perspectives
This paper we believe offers a fresh perspective on dynamic capabilities. We investigate marketing capabilities as dynamic, through an innovation lens, which provides deeper insight into this complex and lightly explored area of research.
Dr David C. Roach
Dalhousie University
Read the Original
This page is a summary of: Enhancing Innovativeness: The Role of Dynamic Marketing Capabilities, Canadian Journal of Administrative Sciences / Revue Canadienne des Sciences de l Administration, January 2018, Wiley,
DOI: 10.1002/cjas.1473.
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