摘要
本文从企业动态能力观的视角,分析了动态营销能力的概念演进、在营销能力层级结构中的地位及其作用,并阐明了动态营销能力的演化过程,从而为动态能力与营销能力的整合研究提供了新的思路。
This study analyze the conceptual evolution of dynamic marketing capabilities, the level and its role in hierarchi- cal structures of marketing capabilities from DC perspective. The authors theoretically clarify the evolution mechanism of dynamic marketing capabilities. The aim of this study is to provide a new direction for the integration of dynamic capabili- ties and marketing capabilities.
出处
《未来与发展》
2010年第7期82-85,共4页
Future and Development
关键词
动态营销能力
层级地位
动态演化
dynamic marketing capabilities
hierarchical level
dynamic evolvement
