HOW ARE DYNAMIC CAPABILITIES AND DIGITAL MARKETING RELATED? A REFLECTION FROM LITERATURE

Authors

  • Catalina Gutierrez-Leefmans Universidad Autónoma del Estado de México
  • Rosa María Nava-Rogel Universidad Autónoma del Estado de México
  • María Andrea Trujillo-León ITESM Campus Santa Fe

DOI:

https://doi.org/10.19177/reen.v11e32018265-283

Keywords:

Dynamic Capabilitie, Digital Marketing, Marketing Capabilities, Dynamic Marketing Capabilities, Digital Strategy.

Abstract

This study aims to explore the relationship between dynamic capabilities and digital marketing. From the literature review on dynamic marketing capabilities, marketing capabilities and digital marketing capabilities it is inferred that without considering the denomination, they all include the dynamic component factors. The review also results on the consideration that these capabilities already involve the use of ICTs and digital tools for their development. It is concluded that digital marketing directly supports the marketing capabilities required by the context and therefore the business strategy directed to a better performance of firms.

 

Author Biographies

  • Catalina Gutierrez-Leefmans, Universidad Autónoma del Estado de México
    PhD in Economic-Administrative Sciences. Professor at the Faculty of Accounting and Administration. Research line: marketing and digital business.
    Universidad Autónoma del Estado de México
  • Rosa María Nava-Rogel, Universidad Autónoma del Estado de México
    PhD in Economic-Administrative Sciences. Research Coordinator at the Faculty of Accounting and Administration. Research line: intellectual capital, competitiveness and information technologies in organizations.
    Universidad Autónoma del Estado de México
  • María Andrea Trujillo-León, ITESM Campus Santa Fe
    PhD in Business Administration with specialization in Marketing. Consultant and marketing manager. Professor of Marketing at ITESM CSF and researcher at the EGADE Business School. Member of the National System of Researchers of Mexico.

References

AHMED, M. U.; KRISTAL, M. M.; PAGELL, M. Impact of operational and marketing capabilities on firm performance: Evidence from economic growth and downturns. International Journal of Production Economics, 154, 59-71. 2014.

AMIT, R.; ZOTT, C. Value creation in e-business. Strategic Management Journal, 22(6-7), 493-520. 2001.

BARRALES-MOLINA Vanesa; MARTÍNEZ-LÓPEZ, Francisco J.; GÁZQUEZ-ABAD, Juan Carlos. Dynamic marketing capabilities: Toward an integrative framework. International Journal of Management Reviews, vol. 16, no 4, p. 397-416. 2014.

BHARADWAJ, A.; EL SAWY, O. A.; PAVLOU, P. A.; VENKATRAMAN, N. Digital business strategy: toward a next generation of insights. MIS Quarterly, 37(2), 471-482. 2013.

BOONE, L. E.; KURTZ, D. L. Contemporary marketing. 15th edition. Mason, OH: South-Western Cengage Learning. 2011.

BRODIE, R. J.; COVIELLO, N. E.; WINKLHOFER, H. Contemporary marketing practices research program: a review of the first decade. Journal of Business & Industrial Marketing, 23(2): 84-94. 2008.

BRODIE, R. J.; WINKLHOFER, H.; COVIELLO, N. E.; JOHNSTON, W. J. Is e-marketing coming of age? An examination of the penetration of e-marketing and firm performance. Journal of Interactive Marketing, 21(1): 2-21. 2007.

Chaffey, D.; Smith, P. R. E-marketing Excellence: Planning and Optimizing your Digital Marketing. Routledge. 2013.

Chakravarthy, B. S. Adaptation: A promising metaphor for strategic management. Academy of Management Review, 7(1), 35-44. 1982.

COHEN, W. M.; LEVINTHAL, D. A. Absorptive capacity: a new perspective on learning and innovation. Administrative Science Quarterly, 35(1). 1990.

COVIELLO, N.; MILLEY, R.; MARCOLIN, B. Understanding IT-enabled interactivity in contemporary marketing. Journal of Interactive Marketing, 15(4), 18-33. 2001.

CRUZ-ROS, S.; GONZALEZ-CRUZ, T. F.; PÉREZ-CABAÑERO, C. Marketing capabilities, stakeholders’ satisfaction, and performance. Service Business, 4(3-4), 209-223. 2010.

CRUZ-ROS, S.; GONZALEZ-CRUZ T. F.; PEREZ-CABAÑERO C. Innovación y desempeño en las empresas de servicios: la interrelación entre las capacidades de marketing dinámicas y operativas. Economía Industrial, (391), 95-104. 2014.

DAY, G. S. Closing the marketing capabilities gap. Journal of Marketing, 75(4). 2011.

DE SWAAN ARONS, M.; VAN DEN DRIEST, F.; WEED, K. The ultimate marketing machine. Harvard Business Review, 92(7), 54-63. 2014.

DHOLAKIA, R. R.; KSHETRI, N. Factors impacting the adoption of the internet among SMEs. Small Business Economics, 23(4), 311-322. 2004.

DUBELAAR, C.; SOHAL, A.; SAVIC, V. Benefits, impediments and critical success factors in B2C E-business adoption. Technovation, 25(11), 1251-1262. 2005.

EISENHARDT, K. M.; MARTIN, J. A. Dynamic capabilities: what are they? Strategic management journal, 21(10-11): 1105-1121. 2000.

FANG, Eric Er; ZOU, Shaoming. Antecedents and consequences of marketing dynamic capabilities in international joint ventures. Journal of International Business Studies, 2009, vol. 40, no 5, p. 742-761.

GORDON, J.; PERREY, J. The dawn of marketing’s new golden age. McKinsey Quarterly. http://www.mckinsey.com/insights/marketing_sales/the_dawn_of_marketings_new_golden_age 2015.

HELFAT, C. E.; PETERAF, M. A. The dynamic resource-based view: Capability lifecycles. Strategic Management Journal, 24(10): 997-1010. 2003.

KALAKOTA, R.; ROBINSON, M. E-business 2.0: Roadmap for Success. Addison-Wesley Professional. 2000.

KOTLER, P.; ARMSTRONG, G. Principles of marketing. Boston: Pearson Prentice Hall. 2012.

LEVY, M.; POWELL, P.; YETTON, P. SMEs: aligning IS and the strategic context. Journal of Information Technology, 16(3), 133-144. 2001.

LUQMAN, A.; ABDULLAH, N. K. E-business Adoption amongst SMEs: A Structural Equation Modeling Approach. Journal of Internet Banking & Commerce, 16(2). 2011.

MILES, R. E.; SNOW, C. C.; MEYER, A. D.; COLEMAN, H. J. Organizational strategy, structure, and process. Academy of Management Review, 3(3), 546-562. 1978.

MORGAN, N. A.; VORHIES, D. W.; MASON, C. H. Market orientation, marketing capabilities, and firm performance. Strategic Management Journal, 30(8): 909-920. 2009.

NOVAES ZILBER, S.; DE ARAÚJO, J. B. Small Companies Innovations in Emerging Countries: E-Business Adoption and its Business Model. Journal of Technology Management & Innovation, 7(2), 102-116. 2012.

OMAR, A.; RAMAYAH, T.; LIN, L. B.; MOHAMAD, O.; MARIMUTHU, M. Determining Factors for the Usage of Web-Based Marketing Applications by Small and Medium Enterprises (SMEs) in Malaysia. Journal of Marketing Development & Competitiveness, 5(2). 2011.

ORLIKOWSKI, W. J. Using technology and constituting structures: A practice lens for studying technology in organizations. Organization Science,11(4), 404-428. 2000.

RAYMOND, L.; BERGERON, F. Enabling the business strategy of SMEs through e-business capabilities: a strategic alignment perspective. Industrial Management & Data Systems, 108(5), 577-595. 2008.

RINDOVA, V. P.; KOTHA, S. Continuous “morphing”: Competing through dynamic capabilities, form, and function. Academy of Management Journal, 44(6), 1263-1280. 2001.

RUST, R. T.; AMBLER, T.; CARPENTER, G. S.; KUMAR, V.; SRIVASTAVA, R. K. Measuring marketing productivity: current knowledge and future directions. Journal of Marketing, 68(4), 76-89. 2004.

RYAN, D. Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers. 2014.

STOKES, R. E-Marketing: The Essential Guide to Digital Marketing. Quirk Education: Cape Town, South Africa. 2013.

STONE, M. The new (and ever-evolving) direct and digital marketing ecosystem. Journal of Direct, Data and Digital Marketing Practice, 16(2), 71-74. 2014.

TEECE, D. J.; PISANO, G.; SHUEN, A. Dynamic capabilities and strategic management. Strategic Management Journal 18: 509-533. 1997.

TRAINOR, K. J.; RAPP, A.; BEITELSPACHER, L. S.; SCHILLEWAERT, N. Integrating information technology and marketing: An examination of the drivers and outcomes of e-Marketing capability. Industrial Marketing Management, 40(1), 162-174. 2011.

WANG, C. L.; AHMED, P. K. Dynamic capabilities: A review and research agenda. International Journal of Management Reviews, 9(1): 31-51. 2007.

WERNERFELT, B. A resource-based view of the firm. Strategic Management Journal, 5(2), 171-180. 1984.

WHEELER, B. C. NEBIC: a dynamic capabilities theory for assessing net-enablement. Information Systems Research, 13(2), 125-146. 2002.

WILDEN, R.; GUDERGAN, S. P. The impact of dynamic capabilities on operational marketing and technological capabilities: investigating the role of environmental turbulence. Journal of the Academy of Marketing Science, 43(2), 181-199. 2014.

WOICESHYN, J.; DAELLENBACH, U. Integrative capability and technology adoption: evidence from oil firms. Industrial and Corporate Change, 14(2), 307-342. 2005.

WU, F., MAHAJAN, V.; BALASUBRAMANIAN, S. An analysis of e-business adoption and its impact on business performance. Journal of the Academy of Marketing Science, 31(4), 425-447. 2003.

WU, J. H.; HISA, T. L. Developing e-business dynamic capabilities: an analysis of e-commerce innovation from I-, M-, to U-commerce. Journal of Organizational Computing and Electronic Commerce, 18(2): 95-111. 2008.

ZAIDI, M.F.A.; OTHMAN, S. N. Understanding the Concept of Dynamic Capabilities by Dismantling Teece, Pisano, and Shuen (1997)’s Definition. International Journal of Academic Research in Business and Social Sciences. 2012.

ZHU, K.; KRAEMER, K.; XU, S. Electronic business adoption by European firms: a cross-country assessment of the facilitators and inhibitors. European Journal of Information Systems, 12(4), 251-268. 2003.

Downloads

Published

2019-05-20

Issue

Vol. 11 No. 3 (2018)

Section

Artigos Científicos

License

Autores que publicam nesta revista concordam com os seguintes termos:

O(s) autor(es) autoriza(m) a publicação do texto na da revista;

O(s) autor(es) garantem que a contribuição é original e inédita e que não está em processo de avaliação em outra(s) revista(s);

A revista não se responsabiliza pelas opiniões, idéias e conceitos emitidos nos textos, por serem de inteira responsabilidade de seu(s) autor(es);

É reservado aos editores o direito de proceder a ajustes textuais e de adequação às normas da publicação.

Autores mantém os direitos autorais e concedem à revista o direito de primeira publicação, com o trabalho simultaneamente licenciado sob a Licença Creative Commons Attribution que permite o compartilhamento do trabalho com reconhecimento da autoria e publicação inicial nesta revista.

Autores têm autorização para assumir contratos adicionais separadamente, para distribuição não-exclusiva da versão do trabalho publicada nesta revista (ex.: publicar em repositório institucional ou como capítulo de livro), com reconhecimento de autoria e publicação inicial nesta revista.

Autores têm permissão e são estimulados a publicar e distribuir seu trabalho online (ex.: em repositórios institucionais ou na sua página pessoal) a qualquer ponto antes ou durante o processo editorial, já que isso pode gerar alterações produtivas, bem como aumentar o impacto e a citação do trabalho publicado (Veja O Efeito do Acesso Livre) em http://opcit.eprints.org/oacitation-biblio.html