Dynamic Marketing Capabilities in Intercultural Environment

The Power of Dynamic Marketing Capability in Lao SMES: The Roles of Innovation and Entrepreneurial Capability

“…Furthermore, they drive social asset performance, an essential facet of market communication effectiveness (Lee & Chandra, 2020). Marketing capabilities and dynamism are reliable predictors of market success (Mitręga, 2019;Mitręga & Wieczorek, 2020), underscoring the profound influence of dynamic marketing capabilities on organizational performance. This study thus concludes that the marketing capabilities of SMEs in Laos are integral to both marketing and broader organizational performance.…”

“…Dynamic marketing capability associated with resource-based view theory is widely acknowledged as crucial for organizational success and marketing effectiveness, contributing to competitive advantage in marketing and business performance (Cabañero et al, 2015;Mitręga & Wieczorek, 2020). While researchers have extensively studied dynamic marketing in developed countries such as the United States and Japan (Kim & Lim, 2022a;Ortiz et al, 2021), limited studies have been conducted in Laos.…”

Growth hacking and international dynamic marketing capabilities: a conceptual framework and research propositions

“…When the proper resources are applied, efficiency is reached in those processes and across markets. Nevertheless, the dynamic orientation of companies is fostered by the ability to foresee market shifts or the need to change and consequently to develop new capabilities to adapt to different markets (Mitręga and Wieczorek, 2020). CRM tools represent practices and processes that develop knowledge over international markets and foster the capabilities that each organization develops; these differ according to organizational needs and the knowledge that they are able to generate and materialize.…”

“…, 2018; Zahoor and Al-Tabbaa, 2021) have highlighted that firms operating in international markets are exposed to a greater variety of marketplace environments. The need to deal with such fast-paced complexity effectively and efficiently suggests that dynamic marketing capabilities may be particularly valuable for firms operating in international markets (Mitręga and Wieczorek, 2020). Difficulties in conceptualizing and operationalizing such marketing capabilities in a dynamic manner has, however, led academics to question how marketing capabilities – dynamic and operational – can be best built, maintained, improved and leveraged in firms operating in international markets (Morgan et al.…”