Dynamic capabilities: the missing link in CRM investments
Abstract
Purpose
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 problems.
Keywords
Citation
Maklan, S. and Knox, S. (2009), "Dynamic capabilities: the missing link in CRM investments", European Journal of Marketing, Vol. 43 No. 11/12, pp. 1392-1410. https://doi.org/10.1108/03090560910989957
Publisher
:Emerald Group Publishing Limited
Copyright © 2009, Emerald Group Publishing Limited