This research uses dynamic capabilities to explain

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Unformatted text preview: Rajiv, 2005). This research uses dynamic capabilities to explain the relationships among dynamic global marketing strategy, marketing outcomes and firm survival. Thereby, dynamic global marketing strategy as one of firm’s capability can integrate, build, renew and reconfigure the core competencies in rapidly changing environment. For marketing outcomes, this research proposes customer participation efficiency, marketing advantage sustainability, market acceptance quality, marketing excellence and marketing performance which are explained by dynamic capabilities in terms of operational capability. Moreover, the R-A theory is a general theory of competition that describes the process of competition (Hunt and Morgan, 1995; Hunt, 1997). The assumption of R-A Theory is that resources of the firm leading to the best marketplace position where the firm can achieve superior performance (Hunt, 1997; Hunt and INTERNATIONAL JOURNAL OF BUSINESS STRATEGY, Volume 11, Number 2, 2011 78 Morgan, 1995; Hunt and Arnett, 2003). In this research, the R-A theory has been applied to dynamic global marketing strategy constructs of antecedents; executive vision for globalization and international entrepreneurial culture, and consequences; customer participation efficiency, marketing advantage sustainability, market acceptance quality, marketing excellence and marketing performance. In addition, Structure-conduct-performance (SCP) paradigm states that an industry structure is determined by circumstances. Thus, the competitive environment outcomes affect the firms and influence overall performance of the players in the industry (Bain, 1956; Mason, 1939). Dean, Brown and Chalres (1998) argue that change in external environment create different strategic and organizational formation. Hence, the SCP is chosen to explain how to the market structure or environment attempts affect firm marketing strategy, especially dynamic global marketing strategy, leading to marketing outcomes and firm survival (Fa...
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This document was uploaded on 01/28/2014.

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