Title: The contribution of dynamic marketing capabilities to service innovation and performance

Authors: Carmen Pérez-Cabañero; Sonia Cruz-Ros; Tomás González-Cruz

Addresses: Department of Marketing, University of Valencia, Av. Los Naranjos s/nº, 46022 Valencia, Spain ' Department of Management, University of Valencia, Av. Los Naranjos, s/nº, 46022 Valencia, Spain ' Department of Management, University of Valencia, Av. Los Naranjos, s/nº, 46022 Valencia, Spain

Abstract: Innovation can become a sustainable competitive advantage for service firms. However, there is lack of empirical research on how marketing capabilities support innovation. This study differentiates between operational and dynamic marketing capabilities, the latter related to strategic marketing, marketing planning and market knowledge skills. Based on a sample of 152 service firms, the results show that operational marketing capabilities influence on those dynamic marketing capabilities. Strategic marketing and marketing planning capabilities impact positively on firm's performance while market knowledge capabilities impact positively on service innovation.

Keywords: marketing capabilities; dynamic capabilities; service innovation; service firms; services; service performance; operational capabilities; strategic marketing; marketing planning capabilities; firm performance; market knowledge capabilities.

DOI: 10.1504/IJBE.2015.065996

International Journal of Business Environment, 2015 Vol.7 No.1, pp.61 - 78

Received: 13 Sep 2013
Accepted: 28 Jan 2014
Published online: 30 Nov 2014 *

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