Dynamic capabilities in territorial marketing - the possibilities of concept adaptation

• Autorzy: Pukas Anetta

Identyfikatory

DOI

10.29119/1641-3466.2023.174.14

• Języki publikacji: EN

Abstrakty

EN

Purpose: The purpose of this paper is to develop a conceptual understanding of territorial marketing using the dynamic approach and explore the Dynamic Marketing Capabilities that extend the place's competitive advantage. Design/methodology/approach: This paper has taken a conceptual approach to provide an analytical conceptualisation of Dynamic Marketing Capabilities and to guide future studies in territorial marketing. This article introduces a novel dynamic approach towards Territorial units, adopting a view based on the relationship between the dynamic capabilities view and place marketing. The primary method of the research was a critical analysis of the literature Findings: Although there is already extensive literature on Dynamic Capabilities in strategic organizational management, there is the lack of research on this concept in the Territorial Marketing knowledge field. Which indicates a knowledge gap and research gap. The Dynamic Marketing Capabilities for territory was proposed as the result of the conceptual analysis. Originality/value: The paper identify a gap in the conceptual thinking about implementation Dynamic Capabilities concept in territorial marketing. The analysis of the literature allowed the author to notice that the subjects related to concept of DMC in territory units are still being elaborated, but can be adopted.

Słowa kluczowe

EN

dynamic marketing capabilities; territorial marketing; place marketing

PL

dynamiczne możliwości marketingowe; marketing terytorialny; marketing miejsca

• Wydawca: Wydawnictwo Politechniki Śląskiej
• Czasopismo: Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
• Rocznik: 2023
• Tom: z. 174
• Strony: 191--206
• Opis fizyczny: Bibliogr. 49 poz.

Twórcy

autor

Pukas Anetta

• Wroclaw University of Economics and Business, Faculty of Management, Department of Marketing

• https://orcid.org/0000-0001-6318-2516

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