Dynamic Marketing Capabilities and Firm Performance: A Systematic Review of Empirical Literature

Abstract

In the past business landscape, it was crucial for companies to have dynamic marketing capabilities (DMC) to maintain their competitiveness. DMC encompasses a range of marketing mechanisms that provide sustainable competitive advantage and improve business performance. The successful implementation of DMC by global corporations, such as Nike, Coca Cola, and Amazon, involves adapting to customer behavior, using data and analytics, and valuing innovation and flexible IT solutions. Despite the significant interest in DMC, a universal model to evaluate its impact on firm performance has not been established. The contextual nature of Dynamic Marketing Capabilities and the lack of consensus on its definition highlights the need for a theoretical framework to guide future empirical research and establish a clear understanding of the concept.