Systematic review of international marketing capabilities in dynamic capabilities view – calibrating research on international dynamic marketing capabilities

Gregor Pfajfar, Maciej Mitręga, Aviv Shoham

Research output: Contribution to journalReview articlepeer-review

Abstract

Purpose: This study aims to conduct a thorough literature review to map current studies on international marketing capabilities (IMCs) applying dynamic capabilities view (DCV). The aim of this study is to increase the chances for more conceptual and terminological rigor in future research in this particular research area. Design/methodology/approach: This is a systematic literature review following the established review process of reviews in leading (international) marketing journals. A multilevel analytical approach was adopted, combining inductive coding with deductive coding and following the logic of antecedents-phenomena-consequences. Findings: Synthesis of 20 rigorously selected previous empirical studies on IMCs applying DCV reveals that academic interest in these capabilities is well justified and growing and there are some well researched antecedents to focal capabilities (e.g. inter-organizational capabilities, outside-in market orientation) as well as their prevalent consequences (e.g. export and innovation performance). There is little knowledge of moderators to these links, especially with regard to consequences. This review illustrates that the current research lacks consistency in how key constructs are defined and measured, provides the guide to future conceptualization and measurement of so-called International Dynamic Marketing Capabilities (IDMCs) and proposes some concrete research directions. Originality/value: The authors extend prior research in the investigated topic by critically evaluating prior works, providing improved conceptualization of IDMCs as well as concrete research agenda for IDMCs structured along recommendations for Theory, Context and Methods (TCM framework).

Original languageEnglish
JournalInternational Marketing Review
DOIs
StateAccepted/In press - 2023

Bibliographical note

Publisher Copyright:
© 2023, Gregor Pfajfar, Maciej Mitręga and Aviv Shoham.

Keywords

  • Dynamic capabilities
  • International dynamic marketing capabilities
  • International marketing
  • International marketing capabilities
  • Systematic literature review

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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