Adaptive marketing capabilities, dynamic capabilities, and renewal competences: The “outside vs. inside” and “static vs. dynamic” controversies in strategy

Hunt, Shelby D.; Madhavaram, Sreedhar

doi:10.1016/j.indmarman.2019.07.004

Cited by 108 publications

(110 citation statements)

References 49 publications

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“…Firstly, this study extended the understanding of the effects of AMC on sustainable innovation. Marketing concept-based strategies and market orientation strategies can provide a strong foundation for marketing strategy [51]. Our study concluded that AMC is a core competency that is crucial for an enterprise's recognition and the acquisition of external market opportunities in addition to an enterprise's consistent maintenance of its competitive edge in a dynamic environment [52].…”

Section: Discussionmentioning

confidence: 80%

Enterprise Adaptive Marketing Capabilities and Sustainable Innovation Performance: An Opportunity–Resource Integration Perspective

Shen

Sha

2020

Sustainability

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As innovative entrepreneurship in China has increased, the transformation and upgrade of mature enterprises through secondary innovation has become a pressing issue. Using the concept of opportunity–resource integration as the research framework, this study examines the relationships between adaptive marketing capabilities (AMCs), opportunity exploitation, and sustainable innovation performance (SIP). The potential moderating effect of organizational legitimacy on these relationships is also investigated. Based on collected data from 163 high tech enterprises based in the Pearl River Delta region of China, the current study confirms that, first, both enterprise AMCs and opportunity exploitation significantly and positively affect sustainable innovation performance, and, second, that interaction between AMCs and opportunity exploitation significantly and positively affect SIP. The results also demonstrated that organizational legitimacy positively moderates not only the direct effects on SIP from both AMC and opportunity exploitation, but also the effect on SIP from the interaction between AMCs and opportunity exploitation.

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Section: Discussionmentioning

confidence: 80%

Enterprise Adaptive Marketing Capabilities and Sustainable Innovation Performance: An Opportunity–Resource Integration Perspective

Shen

Sha

2020

Sustainability

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“…Precisely because of the changeable, transformative, and often turbulent character of the capabilities, researchers understand the DMC [12][13][14][15], in which they are responsible and efficient in connecting the company's internal processes, creating, and delivering value to the consumer in the face of market changes, it works as a response to market changes and needs [16][17][18]. The AMC, which bears as a characteristic the organization's ability to be proactive about the actions in the market; that is, the company is constantly studying the market, whether international or not, its consumers and consequently the marketing [19]. Combined with the action in the B2B market, the organization's marketing capabilities have much more challenging, when consumers are found who focus more on aspects related to the price and performance of the products they purchase [20].…”

Section: Introductionmentioning

confidence: 99%

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

2021

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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.

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“…Conflicts may be unpleasant but they enable new facts to emerge from the contestation of ideas, thus learning, change and innovation require the contestation of a controversy (Hoholm, La Rocca, & Aanestad, 2018). Various studies have used controversies as a lens through which to explore market shaping (Fremont, Frick, Åge, & Osarenkhoe, 2019;Hoholm et al, 2018;Hoholm & Olsen, 2012) and recently Hunt and Madhavaram (2020) analysed the development of the marketing discipline by tracing the evolution of controversies in marketing thinking. Doxas are 'naturalized preconstructions' (Everett & Jamal, 2004) and refer to viewpoints that are imposed, typically by those with power to do so (Goxe & Belhoste, 2019).…”

Section: Controversies and Doxamentioning

confidence: 99%

Controversy and doxa: sustainable food policy and the English vegetable sector?

Moorhouse

Brennan

2021

JBIM

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Purpose The authors explore the market agora and the shaping of markets as controversies over the meaning and practices related to sustainability evolved. This study aims to explore what happened in a market-oriented policy regime, which aimed to address sustainability in farming and food, to assess the impact of the policy on the vegetable sector in England and to consider whether the market-oriented policy regime created a more sustainable food system for Britain. Design/methodology/approach The authors examined policy documents – agenda setting reports, policy frameworks and operational plans – and conducted interviews with experts – including policymakers, agronomists and the growers themselves, from across this heterogeneous production sector. Findings The authors found that while controversy over the meaning of sustainability impacted on the evolution of food policy and grower business practices, market conceptualisations remained in a doxic mode – naturalised and beyond dispute throughout the market agora. Research limitations/implications This is a study of a single sub-sector of the fruit and vegetable sector in a single European country and over a particular period of time. It presents a detailed, authentic representation of that sub-sector in context and diverse information sources were used to gain a variety of perspectives. However, it is acknowledged that this is a limited, qualitative study involving relatively few key informant interviews. Social implications The authors’ explanation suggests that market doxa limited how policymakers and market agora understood the economic challenges and the solutions that could be deployed for English vegetable growers, a sector so pivotal for sustainability. The authors propose that ideas from industrial marketing can be used to reignite controversy, challenge market doxa, and in doing so create space for progress in creating sustainable markets. Originality/value The authors deploy an approach advocated by Blanchet and Depeyre (2016) and use controversy to explore the evolution of policy for sustainability and market shaping in the English vegetable sector agora. In doing so the authors create a novel explanation of why policy, which aimed to usher in a sustainable market, fell short of its aims and contribute to an under-researched area examining policy for sustainability in a B2B context.

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Adaptive marketing capabilities, dynamic capabilities, and renewal competences: The “outside vs. inside” and “static vs. dynamic” controversies in strategy

Cited by 108 publications

References 49 publications

Enterprise Adaptive Marketing Capabilities and Sustainable Innovation Performance: An Opportunity–Resource Integration Perspective

Enterprise Adaptive Marketing Capabilities and Sustainable Innovation Performance: An Opportunity–Resource Integration Perspective

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

Controversy and doxa: sustainable food policy and the English vegetable sector?

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