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RESEARCH PRODUCT
The contribution of dynamic marketing capabilities to service innovation and performance
Sonia Cruz RosTomás Félix González CruzCarmen Pérez Cabañerosubject
Return on marketing investmentBusiness-to-governmentDigital marketingbusiness.industryStrategy and ManagementManagement Science and Operations ResearchMarketing strategyMarketing mixMarketing managementManagement of Technology and InnovationBusiness and International ManagementMarketingbusinessMarketing researchRelationship marketingdescription
Innovation can become a sustainable competitive advantage for service firms. However, there is lack of empirical research on how marketing capabilities support innovation. This study differentiates between operational and dynamic marketing capabilities, the latter related to strategic marketing, marketing planning and market knowledge skills. Based on a sample of 152 service firms, the results show that operational marketing capabilities influence on those dynamic marketing capabilities. Strategic marketing and marketing planning capabilities impact positively on firm's performance while market knowledge capabilities impact positively on service innovation.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2015-01-01 | International Journal of Business Environment |