The contribution of dynamic marketing capabilities to service innovation and performance
by Carmen Pérez-Cabañero; Sonia Cruz-Ros; Tomás González-Cruz
International Journal of Business Environment (IJBE), Vol. 7, No. 1, 2015

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.

Online publication date: Sun, 30-Nov-2014

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