“…Capabilities in acquiring and transforming tangible and intangible resources are considered as an important determinant of value creation and competitive advantage (Hunt & Morgan, 1995;Hunt & Morgan, 2005;Morgan, 2012;Wang et al, 2013;Kozlenkova et al, 2014). In increasingly fragmented and dynamic markets (Cavusgil et al, 2007), dynamic capabilities of utilising market knowledge become crucial to technological innovation (Bruni & Verona, 2009). Thus, dynamic marketing capabilities are defined in terms of absorptive capacity and knowledge management (BarralesMolina et al, 2014).…”