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This study intends to (1) systematically review methodological, theoretical and empirical aspects of dynamic capabilities (DCs) research in international marketing; (2) identify problematic areas and gaps in the reviewed literature and (c) provide directions to address problematic aspects and fill the gaps in future research.

The study applies a systematic literature review methodology and covers 97 articles published between 2001 and 2022 in peer-reviewed journals ranked 2, 3, 4 and 4* in the Academic Journal Guide 2021.

The content analysis shows that (1) methodologically, the literature is dominated by single-country studies conducted mostly in Asia and Europe on a cross-section of industries, mostly adopting survey-based approaches with a cross-sectional time emphasis; (2) theoretically, dynamic capabilities view is mainly accompanied by resource-based view, followed by institutional-, organizational learning- and internationalization theories; and (3) according to the nomological network, DCs are predicted by firm-characteristics, factors related to networks/relationship/partnerships and managerial characteristics, while they act as predictors of performance-related, strategy-related and operational change and renewal-specific outcomes. Several problematic aspects and gaps for each part of the review are diagnosed.

The authors provide a comprehensive assessment of current knowledge on methodological, theoretical and empirical aspects of the relevant literature, map a nomological network of variables surrounding DCs in international marketing research and offer future research directions capitalizing on the problems and gaps identified in the review.

Anchored on the broaden-and-build theory and the circumplex model, the authors develop and test a conceptual model in which satisfaction, influenced by an effective handling of communication, cooperation, conflict, and opportunism, is set as the predictor of inter-partner creativity in the relationship between hotels and their foreign travel agents under the Covid-19 pandemic.

The conceptual model was tested with data collected from 190 randomly selected hotel units located in Greece, using both online and drop-in questionnaire methods. Data were analyzed using SEM analysis.

Satisfaction with the working relationship was found to be enhanced by improving communication and cooperation, as well as by keeping conflict and opportunism at low levels. This was a strong predictor of inter-partner creativity, although less pronounced under high levels of relational distance and rigidity.

The study should be extended to other country settings, replicated at different levels of crisis severity, and use dyadic data. Additional environmental factors could be used as boundary conditions, while our model could be expanded to include additional drivers and consequences of inter-partner creativity.

To generate inter-partner creativity, there is a need to maintain high levels of satisfaction through proper communication, enhanced cooperation, conflict minimization, and avoidance of opportunistic actions. Also, to better translate satisfaction into inter-partner creativity, interacting parties should keep distance at low levels, while at the same time demonstrate greater flexibility.

The study unveils the role of effectively managing behavioral factors in inter-firm relationships to develop creative solutions to the Covid-19 crisis challenges, an issue neglected by prior research. The study also sheds light on the contingent effects of distance and rigidity, two important factors moderating relationships under crisis. The study applies for the first time two psychological-based theories, the broaden-and-build theory and the circumplex model, to an international marketing crisis situation.