Know to grow: the role of knowledge integration in marketing dynamic capabilities

Abstract

Purpose

Based on the knowledge-based view, this paper aims to uncover the formation mechanism of marketing dynamic capabilities (MDCs) in international firms and to examine the moderating effects of learning culture, organizational structure and institutional distance on knowledge and knowledge integration.

Design/methodology/approach

This study used a survey of 223 Chinese international firms and applied partial least squares path modeling to test the conceptual model.

Findings

The results indicated that both market knowledge dimensions (i.e. knowledge breadth and knowledge depth) and knowledge integration constitute important sources of MDCs. Specifically, knowledge breadth has direct and indirect effect on MDCs, while knowledge depth has indirect effect on MDCs; knowledge integration mediates the effects of knowledge dimensions on MDCs. Formalization and institutional distance significantly moderate the relationship between the breadth of knowledge and knowledge integration, whereas the learning culture shows little moderating effect on the above paths.

Originality/value

The authors identify an association between the knowledge-based view and the dynamic capability view, suggesting that a firm’s essential capability of knowledge integration constitutes a genesis of MDCs. In addition, while knowledge breadth strengthens MDCs, knowledge depth carries no direct effect, indicating that the attributes of knowledge have asymmetric influences on MDCs. The indirect effects of knowledge on MDCs through knowledge integration vary under different organizational conditions and institutional distances.

Citation

Zhang, X. and Xu, B. (2019), "Know to grow: the role of knowledge integration in marketing dynamic capabilities", Chinese Management Studies, Vol. 13 No. 1, pp. 171-190. https://doi.org/10.1108/CMS-12-2016-0239