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)
    209 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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