Citation:
Stan Maklan and Simon Knox, Dynamic capabilities: the missing link in CRM investments, European Journal of Marketing, 2009, Volume 43, Issue 11/12, Pages 1392-1410
Abstract:
The purpose of this paper is to illustrate the practical application of dynamic
capabilities theory to improve investment decisions in customer relationship
management (CRM). Design/methodology/approach – Action research (AR) allows
managers to raise the tacit knowledge of their dynamic capabilities to a level
where they can be identified and developed. A framework and a process for
managing dynamic capabilities in marketing are presented. Findings – The
findings relate to the nature of dynamic capabilities in marketing and how they
are managed. Practical implications – Marketing managers can improve the return
on investments in CRM. Originality/value – The paper presents a method for
applying dynamic capabilities drawn from the resource-based view (RBV) to
practical marketing p