Are dynamic capabilities really useful in B2B marketing?

Authors: Maciej Mitr&#281 ga

This study is grounded in intersection between so-called dynamic capabilities view (DCV) and business marketing theory, especially IMP research tradition. Specifically, the focus of this study is on so-called dynamic marketing capabilities (DMC) which receive growing attention in academia, but the empirical research on DMC is at early stage. We focus on the link between such capabilities and company innovativeness and we try to identify to what extent this link is universal with regard to different industry settings (i.e. B2C mass market vs. B2B customized market). Our survey based empirical evidence (n=155, PLS-SEM) suggests that applicability of DMC towards product innovations in B2B context is relatively very limited (in comparison with B2C mass market reality). We interpret our research findings through existing knowledge on marketing and successful NPD in B2B companies, especially with regard to IMP approach which treats businesses as network-based phenomena.

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Publish Year: 2018

Conference: Marseille, France (2018)