TY  - JOUR
AB  - Purpose The purpose of this paper is to examine the indirect relationship between dynamic capabilities (DCs) and organizational outcomes through matching and creating market change. In addition, the research aims to gain a deeper understanding of the role of marketing in DCs and to extend beyond a simplistic discussion of DCs by studying proactive market orientation and value innovation as specific DCs.Design/methodology/approach A questionnaire was developed and data were collected from 270 senior executives. After ensuring reliability and validity, the hypotheses were examined by applying structural equation modeling and Monte Carlo simulation.Findings The findings indicate that dynamic marketing capabilities (DMCs) are critical in the reconfiguration of operational marketing capabilities, which in turn lead to enhanced organizational performance. The results also suggest that organizations with enhanced DMCs are able to initiate market disruption and achieve superior performance by out-competing their rivals.Practical implications The research provides guidelines for managers wanting to exploit their DMCs by showing that organizations can match the environment, create market turbulence or combine both strategies to fully exploit their DMCs. This study also provides managers with actionable tools that are specific, robust and easily applied.Originality/value This study is one of the few to incorporate induced market turbulence into the DC literature and conceptualize, develop and validate scales to measure it. The study provides empirical evidence for the claim that operational marketing capabilities are necessary to utilize the benefits of DMCs.
VL  - 52
IS  - 5/6
SN  - 0309-0566
DO  - 10.1108/EJM-10-2016-0588
UR  - https://doi.org/10.1108/EJM-10-2016-0588
AU  - Kachouie Reza
AU  - Mavondo Felix
AU  - Sands Sean
PY  - 2018
Y1  - 2018/01/01
TI  - Dynamic marketing capabilities view on creating market change
T2  - European Journal of Marketing
PB  - Emerald Publishing Limited
SP  - 1007
EP  - 1036
Y2  - 2024/04/26
ER  -