Adaptive marketing capabilities, dynamic capabilities, and renewal competences: The “outside vs. inside” and “static vs. dynamic” controversies in strategy

Research output: Contribution to journalReview article

4 Scopus citations

Abstract

Three streams of strategic thought, (1) the “adaptive marketing capabilities” works, (2) the “dynamic capabilities” view, and (3) resource-advantage (R-A) theory, are converging on the view that, in today's dynamic, hypercompetitive, global economy, strategy must focus on firms' constantly renewing themselves in the marketplace. In turn, these three streams have implications for the controversies over whether strategy's focus should be “outside-in or inside-out” and whether strategy should be static or dynamic. This article addresses the three streams of strategic thought and the two controversies by (1) explicating their nature, (2) showing how strategies related to them have evolved through time, and (3) pointing toward the controversies' resolution. The article argues that all theories of strategy assume a theory of how competition works. In turn, theories of competition are housed within disciplinary research traditions. Therefore, understanding the controversies in contemporary strategy is furthered by understanding both the theories of competition that underlie each strategic approach and their respective research traditions.

Original languageEnglish
Pages (from-to)129-139
Number of pages11
JournalIndustrial Marketing Management
Volume89
DOIs
StatePublished - Aug 2020

Keywords

  • Adaptive marketing capabilities
  • Dynamic capabilities
  • Marketing strategy
  • Outside-in vs. inside-out strategy
  • R-A theory
  • Static vs. dynamic strategy

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