加拿大作业代写:动态能力观对企业营销的战略影响

加拿大作业代写:动态能力观对企业营销的战略影响

不同形式的动态能力存在,本文所考虑的企业的动态能力是营销能力。这被称为公司的动态营销能力DMC,由Bruni和Verona(2009)研究人员定义。DMC“专门致力于市场知识的开发、发布和整合”(Bruni and Verona, 2009, p.5)。Barrales-Molina等(2014)将DMC描述为“利用市场知识采用组织资源和能力的能力”(p.409)。

加拿大作业代写:动态能力观对企业营销的战略影响

动态的市场营销能力与战略定位是相辅相成的。为市场营销创造动态能力本身就是一个战略方向。当环境发生动荡时,组织有必要对这种动荡作出迅速反应。具有动态能力的营销活动因此成为一种战略性的快速响应方案。公司所保证的战略方向确保环境必需品与内部能力变化和利用之间存在缓和的触发关系。将根据支持营销的其他协调动态功能重新配置活动。所有这些及时的反应将确保组织的战略优势。

加拿大作业代写:动态能力观对企业营销的战略影响

Different forms of dynamic capabilities exist, and the dynamic capabilities considered for the firm in this essay context is marketing capabilities. This is called as dynamic marketing capabilities DMC of the firm and is defined by researchers Bruni and Verona (2009). DMC is “specifically aimed at developing, releasing and integrating market knowledge” (Bruni and Verona, 2009, p.5). Barrales-Molina et al. (2014) describe DMC as “the capabilities that use market knowledge to adopt organizational resources and capabilities” (p.409).

加拿大作业代写:动态能力观对企业营销的战略影响

Dynamic marketing capabilities go hand in hand with strategic orientation. The creation of dynamic capabilities for marketing is in itself a strategic orientation. When there is environmental turbulence, there is a necessity for the organization to respond quickly to the turbulence. Marketing activities with dynamic capabilities hence become a form of quick response scheme strategically speaking. The strategic orientation guaranteed for the firm ensures that a moderating trigger-relationship between environment necessities and internal capabilities change and utilization exists. Reconfiguration activities in terms of other coordinated dynamic capabilities that support marketing will be done. All this timely response will assure strategic advantages for the organization.