Enhancing Innovativeness: The Role of Dynamic Marketing Capabilities

David Roach, Joel Ryman*, Hannah Ryman, Rosalind Jones

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

8 Citations (Scopus)
282 Downloads (Pure)

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.

Original languageEnglish
Pages (from-to)563-576
Number of pages14
JournalCanadian Journal of Administrative Sciences
Volume35
Issue number4
Early online date22 Jan 2018
DOIs
Publication statusE-pub ahead of print - 22 Jan 2018

Keywords

  • dynamic capabilities
  • innovativeness
  • market orientation
  • marketing and technical function integration
  • SMEs

ASJC Scopus subject areas

  • Business and International Management
  • Public Administration
  • Marketing
  • Management of Technology and Innovation

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