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Creating dynamic capabilities to increase customer value

Silvia Martelo Landroguez (Department of Management and Marketing, Seville University, Seville, Spain)
Carmen Barroso Castro (Department of Management and Marketing, Seville University, Seville, Spain)
Gabriel Cepeda‐Carrión (Department of Management and Marketing, Seville University, Seville, Spain)

Management Decision

ISSN: 0025-1747

Article publication date: 2 August 2011

Abstract

Purpose

The purpose of this paper is to contribute to the strategic management literature by identifying possible combinations of three organizational capabilities (market orientation, knowledge management, and customer relationship management). It seeks to analyze the potential interaction between them that would lead to the creation of superior customer value.

Design/methodology/approach

The research question is: “If the customer demands superior value, how should a firm combine its existing capabilities in order to offer this superior value?”

Findings

It is clear that one should turn to dynamic capabilities to explain the connection between the interaction of these three capabilities and superior customer value. Firms are aware of the customers' demand for superior value and need to know how to combine their existing capabilities to offer this superior value.

Practical implications

A possible way of increasing the value created for the customer is proposed, which is a key factor for the increasing number of firms seeking new ways to achieve and maintain competitive advantage.

Originality/value

It is posited that the interaction between the three proposed capabilities constitutes a dynamic capability.

Keywords

Citation

Martelo Landroguez, S., Barroso Castro, C. and Cepeda‐Carrión, G. (2011), "Creating dynamic capabilities to increase customer value", Management Decision, Vol. 49 No. 7, pp. 1141-1159. https://doi.org/10.1108/00251741111151181

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited