Dynamic marketing capabilities have implications within the company ranging from the individual to the corporate levels. Learning and knowledge management roles of the individual will be improved, and organizational performance would become a factor of its knowledge base. Researchers argue that firms in developing dynamic capabilities in marketing will be able to better absorb the market knowledge and utilize it in the renewal of the organization.
In current competitive environments, it is not enough if firms have developed a competitive advantage alone. It is necessary for firms to work on multi-level competitive advantages and continuously improve themselves. This ability of an organization is called its capabilities. Capabilities play a critical role in organizational success.
The purpose of the work was to specifically analyse the implications of the dynamic capabilities view for marketing in firms. Strategic, procedural and organizational implications were assessed. The essay first presented dynamic capabilities and dynamic capabilities for marketing in firms. The strategic implications were discussed on the points of positive implications in strategic orientation which would make the firm more responsive to market conditions. The three dimensions of marketing sensing capabilities, learning and target positioning ensure that the firm has sustainable competitive advantage within the industry. Strategic competitive advantage is assured to the firm by this way.
Procedural implications in terms of moderate and high velocity changes in market are discussed for the firm. Formalized and flexible roles are created within the organization. Finally, by discussion of implications to organization, it can be understood that high performance organizations are in fact created because of dynamic capabilities development in marketing.
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