International dynamic marketing capabilities : developments and a research agenda

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

Purpose – In this paper, the authors aim to introduce international dynamic marketing capabilities (IDMCs) theoretically derived from marketing capabilities (MCs), dynamic marketing capabilities (DMCs) and international marketing capabilities (IMCs) and provide a novel conceptualization of the concept by applying a holistic view of the international enterprise. Design/methodology/approach – This is a literature review that maps the current research on MCs, DMCs and IMCs and serves as a basis for the theoretical conceptualization of a novel IDMCs concept as well as for the identification of research gaps and the development of future research directions on this phenomenon. Findings – Existing typologies of MCs, DMCs and IMCs are classified into four categories: strategic, operational, analytical and value creation capabilities. A new typology of IDMCs is proposed, consisting of digital MC and dynamic internationalization capability as strategic capabilities, agile IMC, IM excellence and absorptive capability in IM as operational capabilities, IM resilience capability, IM knowledge management capability, AI-enabled IDMC and Industry 4.0-enabled IDMC as analytical capabilities, and ambidextrous IM innovation capability as value creation capability. Finally, the authors identify research gaps and develop research questions that open future research avenues for the coming years. Originality/value – This paper offers a novel view of MCs, DMCs and IMCs and argues that, in contrast to the majority of previous research, a comprehensive understanding of these is only possible if all levels are considered simultaneously: the strategic, the operational, the analytical and the value creation level. A new conceptualization and typology of IDMCs follows this logic.

• Language: English
• Keywords: international trade, marketing, literature review, international dynamic marketing capabilities, international marketing capabilities, dynamic capabilities, agile international marketing capability, international marketing resilience capability, ambidextrous innovation capability, digital international marketing capability
• 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. 1-41
• Numbering: Vol. 41, no. 1
• PID: 20.500.12556/RUL-156194
• UDC: 339.138
• ISSN on article: 0265-1335
• DOI: 10.1108/IMR-10-2023-0283
• COBISS.SI-ID: 185599235
• Publication date in RUL: 13.05.2024

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