HOW ARE DYNAMIC CAPABILITIES AND DIGITAL MARKETING RELATED? A REFLECTION FROM LITERATURE
This study aims to explore the relationship between dynamic capabilities and digital marketing. From the literature review on dynamic marketing capabilities, marketing capabilities and digital marketing capabilities it is inferred that without considering the denomination, they all include the dynam...
| Autores: | , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2019 |
| País: | Brasil |
| Institución: | Universidade do Sul de Santa Catarina (UNISUL) |
| Repositorio: | Revista Eletrônica de Estratégia e Negócios |
| Idioma: | inglés |
| OAI Identifier: | oai:portaldeperiodicos.animaeducacao.com.br:article/6813 |
| Acceso en línea: | https://portaldeperiodicos.animaeducacao.com.br/index.php/EeN/article/view/6813 |
| Access Level: | acceso abierto |
| Palabra clave: | Dynamic Capabilitie Digital Marketing Marketing Capabilities Dynamic Marketing Capabilities Digital Strategy. Capacidades Dinámicas Marketing Digital Capacidades De Marketing Capacidades Dinámicas De Marketing Estrategia Digital. Capacidades Dinâmicas Capacidades Dinâmicas De Marketing Estratégia Digital. |
| Sumario: | This study aims to explore the relationship between dynamic capabilities and digital marketing. From the literature review on dynamic marketing capabilities, marketing capabilities and digital marketing capabilities it is inferred that without considering the denomination, they all include the dynamic component factors. The review also results on the consideration that these capabilities already involve the use of ICTs and digital tools for their development. It is concluded that digital marketing directly supports the marketing capabilities required by the context and therefore the business strategy directed to a better performance of firms. |
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