The contribution of dynamic marketing capabilities to service innovation and performance

Carmen Pérez-Cabañero, Sonia Cruz-Ros and Tomás González-Cruz

International Journal of Business Environment, 2015, vol. 7, issue 1, 61-78

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. (search for similar items in EconPapers)
Date: 2015
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