Building marketing capabilities: principles from the field

Building on this notion of distinctive capabilities, Day (1994) examined three broad categories of marketing capabilities: outside-in (e.g. market sensing), inside-out (e.g., manufacturing) and boundary spanning (e.g., order fulfillment). Since Day’s work, research has focused on both cataloguing ma...

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Bibliographic Details
Published in:AMS review 2019-12, Vol.9 (3-4), p.372-380
Main Authors: Jaworski, Bernard J., Lurie, Robert S.
Format: Article
Language:English
Subjects:
Adaptation
Business and Management
Marketing
Methods
Packaged goods
Skills
Social Sciences
Theory/Conceptual
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Summary:Building on this notion of distinctive capabilities, Day (1994) examined three broad categories of marketing capabilities: outside-in (e.g. market sensing), inside-out (e.g., manufacturing) and boundary spanning (e.g., order fulfillment). Since Day’s work, research has focused on both cataloguing marketing capabilities and benchmarking this broader, more comprehensive set of marketing capabilities (Vorhies and Morgan 2005). [...]the issue is not a “one time” adaptation, but an ability to build capabilities that enable a firm to continuously adapt as its “theory of the business” changes (Drucker 1954). Once again, marketers have followed the lead of strategy researchers to shift attention to “adaptation and change” models of marketing capabilities (e.g., Day 2011). [...]Bob was lead advisor for marketing transformation efforts in a wide range of sectors, notably pharma, industrial, and consumer packaged goods, including several of the best marketing firms in the world.
ISSN:1869-814X
1869-8182
DOI:10.1007/s13162-019-00160-w