Dealing with Customer Desired Value Change : A Dynamic Capabilities Framework
Type
conference paper
Date Issued
2011-11-06
Author(s)
Abstract (De)
As the markets are changing with increasing speed, a highly dynamic environment has emerged (Teece, 2009; Voelpel et al., 2005; Barnett & McKendrick, 2004). Similarly, what customers value, which is decisive for a company's competitive advantage (Woodruff, 1997; Parasuraman, 1997), changes rapidly (Achrol & Etzel, 2003; Joshi & Campbell, 2003; Achrol, 1991). Consequently, firms need to develop strategies for dealing with changing market needs to remain competitive (e.g., Prahalad & Ramaswamy, 2004).
Our framework combines top research topics of two most commonly distinct research areas, namely strategic management and marketing, by applying a dynamic capabilities view on CDVC (The Marketing Science Institute, 2010; Helfat et al., 2010). In doing so, we make first assumptions about the capabilities needed for dealing with CDVC. Secondly, we connect processes with content as processes within dynamic capabilities strongly depend on the underlying context (Teece, 2009). Finally, we specify organizational structures that put processes into action.
Our framework combines top research topics of two most commonly distinct research areas, namely strategic management and marketing, by applying a dynamic capabilities view on CDVC (The Marketing Science Institute, 2010; Helfat et al., 2010). In doing so, we make first assumptions about the capabilities needed for dealing with CDVC. Secondly, we connect processes with content as processes within dynamic capabilities strongly depend on the underlying context (Teece, 2009). Finally, we specify organizational structures that put processes into action.
Language
German
Keywords
Dynamic Capabilities Customer Desired Value Change Customer Value
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
Strategies for a Multi-Polar World
Publisher
SMS Strategic Management Society
Publisher place
Chicago
Start page
1
Event Title
SMS 31st Annual International Conference
Event Location
Miami
Subject(s)
Division(s)
Eprints ID
206201