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- Title
Taxonomie des configurations de capacités marketing complémentaires au sein des PME.
- Authors
Massiéra, Philippe; Trinchera, Laura
- Abstract
Our research focuses on the influence of the internal and external context on the way SMEs orchestrate three highly complementary marketing capabilities: market and demand research capabilities, marketing strategy formulation capabilities, and value proposition management capabilities. Our inductive classification approach allowed us (i) to observe three marketing configuration profiles (static, dynamic-agile and dynamicproactive), and (ii) to demonstrate that the organizational alignment of marketing capabilities depends on two specific factors: the degree of uncertainty of the market environment and the level of annual turnover.
- Subjects
ECONOMIC uncertainty; MARKETING strategy; VALUE proposition; MARKETING; MARKETING research; MARKETING management
- Publication
Management international / International Management / Gestiòn Internacional, 2022, Vol 26, Issue 4, p52
- ISSN
1206-1697
- Publication type
Article
- DOI
10.7202/1092158ar