Constituents of dynamic marketing capability: Strategic fit and heterogeneity in export performance

Mohammad Tayeenul Hoque, Prithwiraj Nath, Mohammad Faisal Ahammad, Nikolaos Tzokas, Nick Yip

Research output: Contribution to journalArticlepeer-review

9 Citations (Scopus)


Using the Resource Based View and Dynamic Capability theoretical lenses, this paper provides such a strategic treatise in exploring how the underlying dimensions of DMC can be understood within a higher-order DMC strategy and the influence of the latter upon the export performance of firms from an emerging market. The empirical findings drawn from a sample of 315 exporters representing eight industries from Bangladesh show that the DMC is a second-order latent construct consisting of four marketing capabilities: proactive market orientation, brand management capability, new product development capability, and customer relationship management capability. Additionally, this study identified three clusters of firms and showed that, among them, enthusiastic embracers—which are characterized by high levels of activity across marketing capabilities, such as proactive market orientation and brand management capability—achieve better performance.

Original languageEnglish
Pages (from-to)1007-1023
Number of pages17
JournalJournal of Business Research
Early online date24 Feb 2022
Publication statusPublished - May 2022


  • Resource Based Viewed
  • Dynamic Capabilities
  • Dynamic Marketing Capabilities
  • Export
  • Firm Performance
  • Emerging Markets
  • Dynamic marketing capability
  • Dynamic capability
  • Emerging market, Strategic Configuration
  • Firm performance
  • Resource Based View

Cite this