Document Type : Research Paper
Authors
1
Department of Business Management, Kish Campus of University of Tehran, Kish, Iran
2
Department of Business Management, Faculty of Management, University of Tehran, Tehran, Iran.
10.22059/ier.2024.370932.1007915
Abstract
Dynamic marketing capability (DMC) is critical for export success in today's volatile, uncertain, complex, and ambiguous (VUCA) global markets. This research delves into the intricacies of DMC for export performance within the VUCA context. Employing a systematic literature review methodology, this qualitative study investigates relevant academic databases. The initial search yielded 451 articles related to DMC and VUCA. Following a rigorous screening and review process, 49 articles met the established criteria for inclusion in the final analysis. The analysis uncovers a comprehensive framework of 19 DMCs, each encompassing a range of sub-capabilities that collectively empower firms to excel in the VUCA environment. These DMCs encompass knowledge management, brand management, customer relationship management (CRM), market sensing, learning, innovation, market orientation, adaptability, networking, supply chain management, business communication process management, new product development, information technology, quality management, agile marketing, reconfiguration, seizing, responsiveness, and market operational capabilities. Furthermore, the study classifies these identified capabilities in accordance with the VUCA environment's dimensions, namely volatility, uncertainty, complexity, and ambiguity. This categorization provides valuable insights into how firms can leverage specific DMCs to address the VUCA challenges and enhance their export performance effectively. The findings of this research offer a valuable framework for firms seeking to navigate the VUCA environment and achieve export success.
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