DYNAMIC MARKETING CAPABILITIES: TOWARD AN INTEGRATIVE FRAMEWORK

In recent years, the dynamic capabilities view has attracted attention in the management literature, and theoretical papers note many research challenges. One of the most current issues is the role of the marketing function in the development of dynamic capabilities. In fact, recent discussions have introduced the new term dynamic marketing capabilities. Currently, the main area of interest is to achieve a well-integrated framework to serve as the starting point for empirical papers. The latest contributions advance a wide range of processes as possible dynamic marketing capabilities, but it is difficult to achieve agreement between these proposals. The aim of this paper is to define this construct based on accepted components in the generic dynamic capabilities view. More specifically, we define the role of dynamic marketing capabilities through absorptive capacity and knowledge management. This general articulation of components enables the integrative model we propose to explain how these capabilities work and which specific marketing processes promote both components.