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Customer relationships as dynamic capabilities of an enterprise – theoretical aspects and practical implications

Pukas A.

Scientific Journal of the Military University of Land Forces

2018

Vol. 50, No. 4(190)

162--170

The article has a character of a theoretical overview and presents marketing aspects of the Resource-Based View (RBV). The considerations in this article are related to the Dynamic Capability Concept as a new research area in management sciences. The theses of the article focus particularly on locating customer relationships in the conceptual discourse of this concept. The purpose of this article is to identify relationships with customers as dynamic capabilities of an enterprise. The article also presents directions of practical implications and possibilities for using relational skills as a source of competitive advantage of an enterprise. The article uses the method of source analysis, which is based on domestic and foreign literature of the subject.