Enhancing Innovativeness: The Role of Dynamic Marketing Capabilities

Abstract

The gap between the relatively static marketing resources of a firm and the turbulent marketplace is growing in importance for both practitioners and academics alike. This paper explores how marketing capabilities, specifically market orientation, work synergistically with other organizational capabilities to form dynamic marketing capabilities that enhance firm innovativeness. Findings indicate that a tight integration between the technical and marketing functions of a firm creates a fertile transformation point, where market orientation infuses the innovation process. Market orientation interacts with these integrated capabilities to form a dynamic marketing capability that enhances the organization's innovativeness. Implications include how these dynamic marketing capabilities differ between service and manufacturing firms, where only the cultural aspects of market orientation enhance performance in service firms. Copyright © 2018 ASAC. Published by John Wiley & Sons, Ltd.

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

“…Considering the skills and competencies of an organization, which help to understand the fast changes of the global market, the marketing capacities need to be grouped in order to bring relevant information from the new market, generating and managing the bonds built with customers and interested parties [42][43][44]. It is precisely in these principles of market change that the development of dynamic marketing capabilities; that is, they are different marketing tools capable of connecting and transforming the organization's internal resources, creating and delivering value to the consumer, in the face of such transformations in the market [45], needs to be developed by companies that are or intend to internationalize. Dynamic capabilities are seen as a response to changing market needs [17,18].…”

The implementation of dynamic capabilities for small and medium-sized enterprises in creating innovation

“…To increase product-market fit, there must be a solid collaboration between departments, particularly the marketing and production departments, throughout the process of new product development. Idea generation, which is the main task of the marketing department, which who has a sound understanding of the market conditions, is translated into technical specifications by the production department, to produce product-market fit (Roach et al, 2018).…”

“…The extent to which a firm can produce technical knowledgewhich is affected by resource fluidity, among other factorsdetermines how responsive the company is in meeting the demands of markets in a changing environment. In a volatile environment, M-Joint is required to learn quickly to create the appropriate configuration so that the developed resource configuration is able to manufacture products that meet customers' needs (Roach et al, 2018).…”

The implementation of dynamic capabilities for SMEs in creating innovation

“…The extent to which a firm can produce technical knowledge – which is affected by resource fluidity, among other factors – determines how responsive the company is in meeting the demands of markets in a changing environment. In a volatile environment, M-joints is required to learn quickly to create the appropriate configuration so that the developed resource configuration can manufacture products that meet customers’ needs (Roach et al , 2018).…”

“…To increase product–market fit, there must be a solid collaboration between departments, particularly the marketing and production departments, throughout the process of new product development. Idea generation, which is mainly the task of the marketing department, which has a sound understanding of the market conditions, is translated into technical specifications by the production department, to produce product–market fit (Roach et al , 2018).…”