Dinamismo en el marketing mix y performance: evidencias obtenidas en empresas comerciales

  • María del Pilar Martínez-Ruiz Facultad de Ciencias Económicas y Empresariales
  • Álvaro Lopes Dias Instituto Superior de Gestão
  • Juan Jose Blazquez-Resino Facultad de Ciencias Sociales de Talavera
Palabras clave: sector comercial, marketing mix, capacidades dinámicas, performance.

Resumen

 Se llevó a cabo un estudio de las capacidades dinámicas de marketing teniendo en cuenta su influencia en los resultados de los clientes, los mercados y algunos indicadores financieros. Con el fin de lograr este propósito, se contactó con 201 empresas comerciales portuguesas a las que posteriormente se les administró de forma personal un cuestionario relativo a diversas capacidades dinámicas de marketing. Los datos obtenidos se estudiaron por medio de un análisis factorial de componentes principales y diversas regresiones lineales. Los hallazgos resultantes ponen de manifiesto la existencia de una relación clara entre las capacidades dinámicas de marketing y diversos indicadores de resultados. Especialmente, aquellas capacidades dinámicas relacionadas con aspectos externos al producto son las que ejercen un mayor impacto. Este estudio enfatiza cómo los gerentes de las empresas portuguesas del sector analizado son conscientes de la importancia de desarrollar capacidades dinámicas de marketing y adaptarlas a los cambios del entorno. 

Descargas

La descarga de datos todavía no está disponible.

Biografía del autor/a

María del Pilar Martínez-Ruiz, Facultad de Ciencias Económicas y Empresariales

Ph.D., Área de Comercialización e Investigación de Mercados. Facultad de Ciencias Económicas y Empresariales, Universidad Castilla La Mancha, España. [email protected]

Álvaro Lopes Dias, Instituto Superior de Gestão

Ph.D., Departamento de Gestão, Instituto Superior de Gestão, Portugal. [email protected]

Juan Jose Blazquez-Resino, Facultad de Ciencias Sociales de Talavera

Ph.D. Área de Comercialización e Investigación de Mercados, Facultad de Ciencias Sociales de Talavera, Universidad Castilla La Mancha, España. [email protected]

Referencias

Adner, R. & C. Helfat (2003). Corporate Effects and Dynamic Managerial Capabilities. Strategic Management Journal, 24 (special issue), 1011-1025.

Barney, J. (1986). Strategic factor markets: expectations, luck and business strategy. Management Science, 32, 1231-1241.

Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17, 99-120.

Barney, J., Wright, M. & Ketchen, D.J. (2001). The resource-based view of the firm: Ten years after 1991. Journal of Management, 27, 625-641.

Bruni, D. S. & Verona, G. (2009).Dynamic Marketing capabilities in Science based Firms: An exploratory investigation of the Pharmaceutical Industry. British Journal of management, 20, 101-117.

Cavusgil, S.T. & Zou, S. (1994). Marketing strategy-performance relationship: An investigation of the empirical link in export market ventures. Journal of Marketing, 58, 1-21.

Constantinides, E. (2006). The marketing mix revisited: Towards the 21st century marketing. Journal of Marketing Management, 22 (3-4), 407-438.

Danneels, E. (2008). Organizational antecedents of second-order competences. Strategic Management Journal, 29, 519-543.

Day, G.S. (1994). The capabilities of market-driven organizations. Journal of Marketing, 58, 37-52.

DeSarbo, W.S., Di Benedetto, C.A., Jedidi, K. & Song, M. (2006). Identifying sources of heterogeneity for empirically deriving strategic types: a constrained finite-mixture structural-equation methodology. Management Science, 52 (6), 909-924.

Eisenhardt, K. M., & Martin, J. A. (2000). Dynamic capabilities: what are they?. Strategic Management Journal, 22, 1105-1121.

Fang, E. & Zou, S. (2009). Antecedents and consequences of marketing dynamic capabilities in international joint ventures, Journal of International Business Studies, 40 (5), 742-761.

Haas, M. R. & Hansen, M.T. (2005). When using knowledge can hurt performance: the value of organizational capabilities in a management consulting company. Strategic Management Journal, 26 (1), 1–24.

Helfat, C. & Peteraf, M.A. (2003). The dynamic resource-based view: the capability lifecycles. Strategic Management Journal, 24, 997-1010.

Helfat, C. & Peteraf, M.A. (2009). Understanding dynamic capabilities: progress along a developmental path. Strategic Organization, 7 (1), 91-102.

Katsikeas, C.S., Samiee, S. & Theodosiou, M. (2006). Strategic fit and performance. Consequences of international marketing standardization. Strategic Management Journal, 27, 867-890.

Krasnikov, A. & Jayachandran, S. (2008). The relative impact of marketing, research-and-development, and operations capabilities on firm performance. Journal of Marketing, 72 (1), 1-11.

Kurtz, D.L. & Clow, K.E. (1998). Services marketing, John Wiley and Sons, Nueva York.

Lampel, J & Shamsie, J. (2003). Capabilities in motion: new organizational forms and the reshaping of the Hollywood movie industry. Journal of Management Studies, 40 (8), 2190-2210.

Macher, J. T. & Mowery, D.C. (2009). Measuring Dynamic Capabilities: Practices and Performance in Semiconductor Manufacturing. British Journal of Management, 20, 41–62.

Makadok, R. (2001). Toward a synthesis of the resource-based and dynamic-capability views of rent creation. Strategic Management Journal, 22, 387-401.

Maklan, S. & Knox, S. (2009). Dynamic capabilities: the missing link in CRM investments. European Journal of Marketing, 43 (11/12), 1392 – 1410.

Martelo Landroguez, S.; Barroso Castro, C. & Cepeda-Carrión, G. (2011). Creating dynamic capabilities to increase customer value. Emerald Emerging Markets Case Studies, (EEMCS), 49.

Moorman, C. & Rust, R. T. (1999). The role of marketing. Journal of Marketing, 63, 180-197.

MSI (2010). Research priorities 2010-2012, Marketing Science Institute, Massachusetts, MSI.

Nath, P., Nachiappan, S. & Ramanathan, R. (2010). The Impact of Marketing Capability, Operations Capability and Diversification Strategy on Performance: A resource-based View. Industrial Marketing Management, 39 (2), 317-329.

Protogerou, P.; Caloghirou, Y. & Lioukas, S. (2011). Dynamic Capabilities and Their Indirect Impact on Firm Performance. Danish Research Unit for Industrial Dynamics (DRUID) Working Paper 08-11.

Slotegraaf, R. J. Moorman, C. & Inman, J.J. (2003). The role of firm resources in returns to market deployment. Journal of Marketing Research, XL (August), 295-309.

Teece, D. J., Pisano, G., & Shuen, A. (1997). Dynamic capabilities and strategic management. Strategic Management Journal, 18, 509-533.

Thongsodsang, C. & Ussahawanitchakit, P. (2011). Dynamic marketing capability, marketing outcomes and marketing growth: evidence from foods and beverages businesses in Thailand. International Journal of Business Strategy, 11 (2).

Vorhies, D. W. & Morgan, N. A. (2005). Benchmarking marketing capabilities for sustainable competitive advantage. Journal of Marketing, 69, 80–94.

Wernerfelt, B. (1984). A resource-based view of the firm. Strategic Management Journal, 5, 171–180.

Zeithaml, V.A. & Bitner, M.J. (2000). Services marketing: integrating customer focus across the firms, New York, McGraw-Hill.

Publicado
2014-03-26
Cómo citar
Martínez-Ruiz, M. del P., Lopes Dias, Álvaro, & Blazquez-Resino, J. J. (2014). Dinamismo en el marketing mix y performance: evidencias obtenidas en empresas comerciales. Revista Perspectiva Empresarial, 1(1), 69-80. https://doi.org/10.16967/rpe.v1n1a5
Sección
Artículos