Journal of Advertising and Sales Management

Journal of Advertising and Sales Management

Examining the concept of marketing dynamic capability based on the meta-synthesis approach

Document Type : Excerpt from a doctoral dissertation

Authors
Mahdi Ebrahimi 1
Vahid Noornejadvanoush 2
Zohreh Dehdashti 3
Vahid Khashei Varnamkhasti 4
1 Associate Prof., Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran.
2 Ph.D. Candidate of business management, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran.
3 Prof., Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran.
4 Associate Prof.‌, Faculty of Management and Accounting, Allameh Tabataba&‌rsquo;i University, Tehran, Iran.
10.22034/asm.2023.710556
Abstract
In this research, we are trying to examine this issue from three aspects of theoretical perspectives, the level of formation of capabilities, as well as the hierarchy of capabilities formation. Achieving this goal, leads to a more integrated connection between the literature of dynamic capabilities and types of marketing capabilities; and while introducing some new approaches and providing a theoretical framework of the hierarchical position of various marketing capabilities, we help researchers the field of marketing dynamic capability formation. The current research is based on qualitative research method. By searching for articles in Scopus, Web-of-Science and Google-Scholar databases between 1994 and 2023, based on meta-synthesis method and using theoretical sampling, finally 51 articles were selected and analyzed using thematic analysis method. According to the findings of research, the formation of marketing dynamic capability is caused by interaction and entanglement of various capabilities of different levels of the organization. Therefore, the use of more integrated approaches such-as the system-approach, hierarchy and capabilities-architecture and use of case-study strategies by future researchers can add more executable frameworks to research literature while reducing the level of abstraction of marketing dynamic capabilities models. company managers can absorb knowledge market by establishing business intelligence systems, using market research teams, and using customer relationship management systems and by analyzing and discovering the expectations and obvious and hidden needs of the customers, they can provide a more appropriate response to the market needs by offering new products and services and providing superior value to the customer.
Keywords
Chain of capabilities
Hierarchy of capabilities
Marketing Dynamic capabilities
Meta-capabilities

Subjects

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