International Marketing Review: Volume 41 Issue 1

International dynamic marketing capabilities: developments and a research agenda

Gregor Pfajfar, Maciej Mitręga, Aviv Shoham

In this paper, the authors aim to introduce international dynamic marketing capabilities (IDMCs) theoretically derived from marketing capabilities (MCs), dynamic marketing…

Omnichannel management capabilities in international marketing: the effects of word of mouth on customer engagement and customer equity

Shahriar Akter, Mujahid Mohiuddin Babu, Tasnim M. Taufique Hossain, Bidit Lal Dey, Hongfei Liu, Pallavi Singh

The main purpose of this study is to fill the research gap on how B2B global service firms integrate dynamic capabilities within their omnichannel management to influence positive…

Growth hacking and international dynamic marketing capabilities: a conceptual framework and research propositions

Augusto Bargoni, Fauzia Jabeen, Gabriele Santoro, Alberto Ferraris

Few studies have conceptualized how companies can build and nurture international dynamic marketing capabilities (IDMCs) by implementing growth hacking strategies. This paper…

Gamification as an innovation: a tool to improve organizational marketing performance and sustainability of international firms

Abhishek Behl, Vijay Pereira, Nirma Jayawardena, Achint Nigam, Sachin Mangla

This study aims to investigate an under-researched area, an international marketing perspective, based on international dynamic capability, environmental sustainability and…

Examining the marketing performance of the firms from an international dynamic marketing capability perspective: moderating role of marketing leadership team

Sheshadri Chatterjee, Ranjan Chaudhuri, Demetris Vrontis

This study examines the marketing performance of firms from an international dynamic marketing capability perspective. It also investigates the moderating role of marketing…

International dynamic marketing capabilities and international performance during the pandemic: a study of export manufacturers from Poland

Mariola Ciszewska-Mlinarič, Dariusz Siemieniako, Piotr Wójcik

This paper contributes to studies on the relationship between dynamic capabilities (DCs) and performance by showing how domain-specific DCs – international dynamic marketing…

Innovation and commercialisation: the role of the international dynamic marketing capability in Malaysian international entrepreneurial firms

Md Imtiaz Mostafiz, Farhad Uddin Ahmed, Fahad Ibrahim, Shlomo Yedidia Tarba

This study aims to investigate how international entrepreneurial firms (IEFs) successfully commercialise innovative products/services internationally. In doing so, the authors…

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

Gregor Pfajfar, Maciej Mitręga, Aviv Shoham

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…

How can companies boost legitimacy in international markets? A dynamic marketing capabilities approach

Lourdes Rivero-Gutierrez, Pablo Cabanelas, Francisco Diez-Martin, Alicia Blanco-Gonzalez

Foreign markets possess different characteristics to domestic ones; this means that dynamic marketing capabilities (DMCs) should be adjusted. This paper aims to understand how…

Managers’ process thinking skills, dynamic capabilities and performance in export ventures

Merve Vardarsuyu, Stavroula Spyropoulou, Bulent Menguc, Constantine S. Katsikeas

The purpose of this study is to unfold the role of managerial characteristics in developing the dynamic capabilities necessary to serve foreign customers and compete in export…