Enhancing Innovativeness: The Role of Dynamic Marketing Capabilities

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.