Today’s marketing organizations face unprecedented turbulence and complexity. To anticipate and adapt to fast changing customer preferences and environments, executives seek to make their internal organizations nimble and agile by constantly developing, integrating, and reconfiguring new capabilities. …Read More
Marketing is at the interface of the firm and its present and prospective markets, and is the organizational function that absorbs much of the environmental turbulence. …Read More
Why are some firms consistently able to grow faster than their rivals in the same industry? We employ dynamic capabilities theory to show that organic growth leaders excel because they have innovation prowess. …Read More
This article examines the importance of plasticity and diversity in organizational adaptation and with respect to dynamic capabilities. It begins by conceptualizing what elements comprise a dynamic capability within an evolving organization using the contrast between templates (genotypes) and realized practices (phenotypes).…Read More
