What is it about?
We focused on the analysis of marketing mix dynamic capabilities, taking into account their influence on the customer, market and financial performance. In order to achieve this research goal, 201 SMEs in the Portuguese commercial sector were contacted and personally administered a questionnaire pertaining to the presence of diverse marketing mix dynamic capabilities.
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Why is it important?
This study highlights how Portuguese company managers are conscious of the importance of developing marketing mix dynamic capabilities and to adapt them to the changes in the environment.
Perspectives
Data were analyzed the factorial analyses of the main components, as well as linear parametric regressions. Our findings show that there is a clear relationship between marketing mix dynamic capabilities and diverse performance metrics. Especially, the marketing dynamic capabilities related to aspects external to the product exert the greatest impact.
Prof. Alvaro Dias
ISCTE-Instituto Universitario de Lisboa
Read the Original
This page is a summary of: Dinamismo en el marketing mix y performance: evidencias obtenidas en empresas comerciales, Revista Perspectiva Empresarial, March 2014, Fundacion Universitaria Ceipa,
DOI: 10.16967/rpe.v1n1a5.
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