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Unformatted text preview: ets. Teece et al., (1997) define dynamic
capabilities as the firm’s ability to integrate, build, and reconfigure internal and external competences to
address rapidly changing environments.
Dynamic global marketing strategy is viewed as the degree to which a firm globalizes its marketing
behavior in various countries through standardization of marketing activities, and the integration of INTERNATIONAL JOURNAL OF BUSINESS STRATEGY, Volume 11, Number 2, 2011 77 dynamic moves across the markets. The aim of the dynamic global marketing strategy is to enhance the
firm’s overall performance on a dynamic worldwide basis. This dynamic strategy enables the firm to
anticipate, respond, and adapt to forces that are rapidly transforming the global marketplace (Douglas,
2000). This research focuses on dynamic global marketing strategy, which has five dimensions, namely
continuous innovation improvement concentration, flexible marketing channel focus, diversified customer
behavioral learning, effective customer response orientation and valuable marketing communication
The purposes of this research are, firstly, to examine the relationships among dynamic global marketing
strategy (continuous innovation improvement concentration, flexible marketing channel focus, diversified
customer behavioral learning, effective customer response orientation and valuable marketing
communication proactiveness), customer participation efficiency, marketing advantage sustainability,
market acceptance quality, marketing excellence, marketing performance and firm survival, secondly, to
examine the effect of organizational antecedents (executive vision for globalization, international
entrepreneurial culture, advanced technology growth, and volatile competition forces) on dynamic global
marketing strategy. Finally, it is to test the moderating effects of technology adaptation competency,
international experience and market munificence with in relationship in the model. In this study, the key
research questions for the study are, firstly, how does dynamic global marketing strategy affect dynamic
global marketing outcomes and firm su...
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This document was uploaded on 01/28/2014.
- Spring '14
- The Land