Systematic review of international marketing capabilities in dynamic capabilities view – calibrating research on international dynamic marketing capabilities

Pfajfar, Gregor (author), Mitręga, Maciej (author), Shoham, Aviv (author)

Purpose – This study aims to conduct a thorough literature review to map current studies on international marketing capabilities (IMCs) applying dynamic capabilities view (DCV). The aim of this study is to increase the chances for more conceptual and terminological rigor in future research in this particular research area. Design/methodology/approach – This is a systematic literature review following the established review process of reviews in leading (international) marketing journals. A multilevel analytical approach was adopted, combining inductive coding with deductive coding and following the logic of antecedents-phenomena-consequence. Findings – Synthesis of 20 rigorously selected previous empirical studies on IMCs applying DCV reveals that academic interest in these capabilities is well justified and growing and there are some well researched antecedents to focal capabilities (e.g. inter-organizational capabilities, outside-in market orientation) as well as their prevalent consequences (e.g. export and innovation performance). There is little knowledge of moderators to these links, especially with regard to consequences. This review illustrates that the current research lacks consistency in how key constructs are defined and measured, provides the guide to future conceptualization and measurement of so-called International Dynamic Marketing Capabilities (IDMCs) and proposes some concrete research directions. Originality/value – The authors extend prior research in the investigated topic by critically evaluating prior works, providing improved conceptualization of IDMCs as well as concrete research agenda for IDMCs structured along recommendations for Theory, Context and Methods (TCM framework).

• Language: English
• Keywords: international trade, marketing, literature review, international dynamic marketing capabilities, international marketing capabilities, dynamic capabilities, international marketing, systematic literature review
• Work type: Article
• Typology: 1.02 - Review Article
• Organization: EF - School of Economics and Business
• Publication status: Published
• Publication version: Version of Record
• Year: 2024
• Number of pages: Str. 237-272
• Numbering: Vol. 41, no. 1
• PID: 20.500.12556/RUL-154313-4b5b4c0f-6fa2-b2b8-c06f-a64258ac69c7
• UDC: 339.138
• ISSN on article: 0265-1335
• DOI: 10.1108/IMR-12-2022-0276
• COBISS.SI-ID: 163618307
• Publication date in RUL: 06.02.2024

Record is a part of a journal

• Title: International marketing review
• Shortened title: Int. mark. rev.
• Publisher: Emerald
• ISSN: 0265-1335
• COBISS.SI-ID: 141084

Licences

• License: CC BY 4.0, Creative Commons Attribution 4.0 International
• Link: http://creativecommons.org/licenses/by/4.0/
• Description: This is the standard Creative Commons license that gives others maximum freedom to do what they want with the work as long as they credit the author.

Secondary language

• Language: Slovenian
• Keywords: mednarodna trgovina, trženje, pregled literature

Projects

• Funder: ARRS - Slovenian Research Agency
• Project number: P5-0177
• Name: Slovenija in njeni akterji v mednarodnih odnosih in evropskih integracijah

• Funder: Other - Other funder or multiple funders
• Funding programme: SGS
• Project number: SP2023/052
• Name: Determinants of Consumer Behaviour and Their Influence on Typology