 The wind of change: A dynamic managerial capabilities perspective on the role of marketing managers as strategic change agentsValentina Kirova Journal of Business Research, 2023, vol. 160, issue C Abstract: This study investigates the role of marketing managers as strategic change agents from the dynamic managerial capabilities’ perspective. It nurtures the broader theoretical questioning of marketing’s contribution to corporate strategy by showing how marketing practitioners’ complex skills and knowledge are combined and deployed while driving strategic change programs. The involvement of marketing managers is analyzed from a twofold perspective by considering the degree of proactivity in both change in strategy content and change in strategy processes to fill the gap identified in the literature regarding their role in strategic change. Drawing on qualitative data, the empirical investigation suggests a change agency model and uncovers the different roles performed by marketing managers. These roles materialize through four different postures in strategic change programs (i.e., pilot, advisor, expert, and synergist) with the respective dynamic managerial capabilities that marketing managers rely on in each configuration. Keywords: Marketing manager; Change agent; Strategic change; Dynamic managerial capabilities; Typology (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:160:y:2023:i:c:s0148296323001753 DOI: 10.1016/j.jbusres.2023.113817 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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