Authors:

• Gregor Pfajfar, University of Ljubljana, School of Economics and Business
• Maciej Mitręga, University of Economics in Katowice
• Aviv Shoham, University of Haifa

Keywords:

International dynamic marketing capabilities | International marketing capabilities | Dynamic capabilities | Agile international marketing capability | International marketing resilience capability |  Ambidextrous innovation capability | Digital international marketing capability | Literature review

Purpose

In this paper, the authors aim to introduce international dynamic marketing capabilities (IDMCs) theoretically derived from marketing capabilities (MCs), dynamic marketing capabilities (DMCs) and international marketing capabilities (IMCs) and provide a novel conceptualization of the concept by applying a holistic view of the international enterprise.

Design/methodology/approach

This is a literature review that maps the current research on MCs, DMCs and IMCs and serves as a basis for the theoretical conceptualization of a novel IDMCs concept as well as for the identification of research gaps and the development of future research directions on this phenomenon.

Findings

Existing typologies of MCs, DMCs and IMCs are classified into four categories: strategic, operational, analytical and value creation capabilities. A new typology of IDMCs is proposed, consisting of digital MC and dynamic internationalization capability as strategic capabilities, agile IMC, IM excellence and absorptive capability in IM as operational capabilities, IM resilience capability, IM knowledge management capability, AI-enabled IDMC and Industry 4.0-enabled IDMC as analytical capabilities, and ambidextrous IM innovation capability as value creation capability. Finally, the authors identify research gaps and develop research questions that open future research avenues for the coming years.

Originality/value

This paper offers a novel view of MCs, DMCs and IMCs and argues that, in contrast to the majority of previous research, a comprehensive understanding of these is only possible if all levels are considered simultaneously: the strategic, the operational, the analytical and the value creation level. A new conceptualization and typology of IDMCs follows this logic.

The Sustainable Development Goals (SDGs) addressed in the article are:

• SDG 9 – Industry, Innovation, Technology and Infrastructure
• SDG 12 – Responsible consumption and production
• SDG 13 – Climate action

The article is published in:
International marketing review (Emerald)

The content is freely accessible at:

International dynamic marketing capabilities: developments and a research agenda