IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v160y2023ics0148296323001753.html
   My bibliography  Save this article

The wind of change: A dynamic managerial capabilities perspective on the role of marketing managers as strategic change agents

Author

Listed:
  • Kirova, Valentina

Abstract

This study investigates the role of marketing managers as strategic change agents from the dynamic managerial capabilities’ perspective. It nurtures the broader theoretical questioning of marketing’s contribution to corporate strategy by showing how marketing practitioners’ complex skills and knowledge are combined and deployed while driving strategic change programs. The involvement of marketing managers is analyzed from a twofold perspective by considering the degree of proactivity in both change in strategy content and change in strategy processes to fill the gap identified in the literature regarding their role in strategic change. Drawing on qualitative data, the empirical investigation suggests a change agency model and uncovers the different roles performed by marketing managers. These roles materialize through four different postures in strategic change programs (i.e., pilot, advisor, expert, and synergist) with the respective dynamic managerial capabilities that marketing managers rely on in each configuration.

Suggested Citation

  • Kirova, Valentina, 2023. "The wind of change: A dynamic managerial capabilities perspective on the role of marketing managers as strategic change agents," Journal of Business Research, Elsevier, vol. 160(C).
    • Handle: RePEc:eee:jbrese:v:160:y:2023:i:c:s0148296323001753
    DOI: 10.1016/j.jbusres.2023.113817
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296323001753
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2023.113817?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Hennie Boeije, 2002. "A Purposeful Approach to the Constant Comparative Method in the Analysis of Qualitative Interviews," Quality & Quantity: International Journal of Methodology, Springer, vol. 36(4), pages 391-409, November.
    2. Neil A. Morgan & Kimberly A. Whitler & Hui Feng & Simos Chari, 2019. "Research in marketing strategy," Journal of the Academy of Marketing Science, Springer, vol. 47(1), pages 4-29, January.
    3. David J. Teece & Gary Pisano & Amy Shuen, 1997. "Dynamic capabilities and strategic management," Strategic Management Journal, Wiley Blackwell, vol. 18(7), pages 509-533, August.
    4. Carlo Salvato & Roberto Vassolo, 2018. "The sources of dynamism in dynamic capabilities," Strategic Management Journal, Wiley Blackwell, vol. 39(6), pages 1728-1752, June.
    5. Ari Ginsberg, 1988. "Measuring and modelling changes in strategy: Theoretical foundations and empirical directions," Strategic Management Journal, Wiley Blackwell, vol. 9(6), pages 559-575, November.
    6. Davcik, Nebojsa S. & Sharma, Piyush, 2016. "Marketing resources, performance, and competitive advantage: A review and future research directions," Journal of Business Research, Elsevier, vol. 69(12), pages 5547-5552.
    7. Raineri, Andrés B., 2011. "Change management practices: Impact on perceived change results," Journal of Business Research, Elsevier, vol. 64(3), pages 266-272, March.
    8. Schriber, Svante & Löwstedt, Jan, 2020. "Reconsidering ordinary and dynamic capabilities in strategic change," European Management Journal, Elsevier, vol. 38(3), pages 377-387.
    9. María del Mar Alonso†Almeida & Marian Buil†Fabregà & Llorenç Bagur†Femenías & Juan Pedro Aznar†Alarcón, 2017. "Shedding Light on Sustainable Development and Stakeholder Engagement: The Role of Individual Dynamic Capabilities," Sustainable Development, John Wiley & Sons, Ltd., vol. 25(6), pages 625-638, November.
    10. Muninger, Marie-Isabelle & Hammedi, Wafa & Mahr, Dominik, 2019. "The value of social media for innovation: A capability perspective," Journal of Business Research, Elsevier, vol. 95(C), pages 116-127.
    11. Ron Adner & Constance E. Helfat, 2003. "Corporate effects and dynamic managerial capabilities," Strategic Management Journal, Wiley Blackwell, vol. 24(10), pages 1011-1025, October.
    12. Pravin Nath & Neeraj Bharadwaj, 2020. "Chief marketing officer presence and firm performance: assessing conditions under which the presence of other C-level functional executives matters," Journal of the Academy of Marketing Science, Springer, vol. 48(4), pages 670-694, July.
    13. Qaiyum, Sameer & Wang, Catherine L., 2018. "Understanding internal conditions driving ordinary and dynamic capabilities in Indian high-tech firms," Journal of Business Research, Elsevier, vol. 90(C), pages 206-214.
    14. Stathakopoulos, Vlasis & Kottikas, Konstantinos G. & Theodorakis, Ioannis G. & Kottika, Efthymia, 2019. "Market-driving strategy and personnel attributes: Top management versus middle management," Journal of Business Research, Elsevier, vol. 104(C), pages 529-540.
    15. Lings, Ian N., 2004. "Internal market orientation: Construct and consequences," Journal of Business Research, Elsevier, vol. 57(4), pages 405-413, April.
    16. Razmdoost, Kamran & Alinaghian, Leila & Linder, Christian, 2020. "New venture formation: A capability configurational approach," Journal of Business Research, Elsevier, vol. 113(C), pages 290-302.
    17. Papadas, Karolos-Konstantinos & Avlonitis, George J. & Carrigan, Marylyn & Piha, Lamprini, 2019. "The interplay of strategic and internal green marketing orientation on competitive advantage," Journal of Business Research, Elsevier, vol. 104(C), pages 632-643.
    18. David J. Teece, 2012. "Dynamic Capabilities: Routines versus Entrepreneurial Action," Journal of Management Studies, Wiley Blackwell, vol. 49(8), pages 1395-1401, December.
    19. Dennis A. Gioia & James B. Thomas & Shawn M. Clark & Kumar Chittipeddi, 1994. "Symbolism and Strategic Change in Academia: The Dynamics of Sensemaking and Influence," Organization Science, INFORMS, vol. 5(3), pages 363-383, August.
    20. Constance E. Helfat & Margaret A. Peteraf, 2015. "Managerial cognitive capabilities and the microfoundations of dynamic capabilities," Strategic Management Journal, Wiley Blackwell, vol. 36(6), pages 831-850, June.
    21. Chebbi, Hela & Yahiaoui, Dorra & Sellami, Mohamed & Papasolomou, Ioanna & Melanthiou, Yioula, 2020. "Focusing on internal stakeholders to enable the implementation of organizational change towards corporate entrepreneurship: A case study from France," Journal of Business Research, Elsevier, vol. 119(C), pages 209-217.
    22. Carl Åberg & Mariateresa Torchia, 2020. "Do boards of directors foster strategic change? A dynamic managerial capabilities perspective," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 24(3), pages 655-684, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Manis, K.T. & Madhavaram, Sreedhar, 2023. "AI-Enabled marketing capabilities and the hierarchy of capabilities: Conceptualization, proposition development, and research avenues," Journal of Business Research, Elsevier, vol. 157(C).
    2. Wohlgemuth, Veit & Wenzel, Matthias & Berger, Elisabeth S.C. & Eisend, Martin, 2019. "Dynamic capabilities and employee participation: The role of trust and informal control," European Management Journal, Elsevier, vol. 37(6), pages 760-771.
    3. C. Lakshman & Sangeetha Lakshman & Kubilay Gok, 2023. "Managers’ knowledge and customer-focused knowledge management as dynamic capabilities: implications for innovation performance," Asian Business & Management, Palgrave Macmillan, vol. 22(1), pages 246-274, February.
    4. Bağış, Mehmet & Kryeziu, Liridon & Akbaba, Yılmaz & Ramadani, Veland & Karagüzel, Ensar Selman & Krasniqi, Besnik A., 2022. "The micro-foundations of a dynamic technological capability in the automotive industry," Technology in Society, Elsevier, vol. 70(C).
    5. Sabina Tasheva & Bo Bernhard Nielsen, 0. "The role of global dynamic managerial capability in the pursuit of international strategy and superior performance," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 0, pages 1-20.
    6. Tawse, Alex & Tabesh, Pooya, 2021. "Strategy implementation: A review and an introductory framework," European Management Journal, Elsevier, vol. 39(1), pages 22-33.
    7. Akter, Shahriar & Dwivedi, Yogesh K. & Sajib, Shahriar & Biswas, Kumar & Bandara, Ruwan J. & Michael, Katina, 2022. "Algorithmic bias in machine learning-based marketing models," Journal of Business Research, Elsevier, vol. 144(C), pages 201-216.
    8. Carlo Salvato & Roberto Vassolo, 2018. "The sources of dynamism in dynamic capabilities," Strategic Management Journal, Wiley Blackwell, vol. 39(6), pages 1728-1752, June.
    9. Che-Chuan Hsu & Rua-Huan Tsaih & David C. Yen, 2018. "The Evolving Role of IT Departments in Digital Transformation," Sustainability, MDPI, vol. 10(10), pages 1-18, October.
    10. Vuorio, Anna & Torkkeli, Lasse, 2023. "Dynamic managerial capability portfolios in early internationalising firms," International Business Review, Elsevier, vol. 32(1).
    11. Lars Matysiak & Alan M. Rugman & Andreas Bausch, 2018. "Dynamic Capabilities of Multinational Enterprises: The Dominant Logics Behind Sensing, Seizing, and Transforming Matter!," Management International Review, Springer, vol. 58(2), pages 225-250, April.
    12. Hang T. T. Nguyen & Hanh Song Thi Pham & Susan Freeman, 2023. "Dynamic capabilities in tourism businesses: antecedents and outcomes," Review of Managerial Science, Springer, vol. 17(5), pages 1645-1680, July.
    13. Jiang, Fuming & Travaglione, Tony & Liu, Li Xian & Li, Jizhong, 2021. "When does the global mindset affect headquarters–subsidiary relationships?," Journal of Business Research, Elsevier, vol. 136(C), pages 523-542.
    14. Sabina Tasheva & Bo Bernhard Nielsen, 2022. "The role of global dynamic managerial capability in the pursuit of international strategy and superior performance," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 53(4), pages 689-708, June.
    15. Szymanski, Mike & Fitzsimmons, Stacey R. & Danis, Wade M., 2019. "Multicultural managers and competitive advantage: Evidence from elite football teams," International Business Review, Elsevier, vol. 28(2), pages 305-315.
    16. von den Driesch, Till & Eva Susanne da Costa, Maika & Christina Flatten, Tessa & Brettel, Malte, 2015. "How CEO experience, personality, and network affect firms' dynamic capabilities," European Management Journal, Elsevier, vol. 33(4), pages 245-256.
    17. MacLean, Donald, 2017. "Capacidades dinâmicas, ação criativa e poética," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 57(3), May.
    18. Pettus, Michael L. & Kor, Yasemin Y. & Mahoney, Joseph T., 2007. "A Theory of Change in Turbulent Environments: The Sequencing of Dynamic Capabilities Following Industry Deregulation," Working Papers 07-0100, University of Illinois at Urbana-Champaign, College of Business.
    19. Jolien Roelandt & Petra Andries & Mirjam Knockaert, 2022. "The contribution of board experience to opportunity development in high-tech ventures," Small Business Economics, Springer, vol. 58(3), pages 1627-1645, March.
    20. Xiao Zhang & Luqun Xie & Jiatao Li & Li Cheng, 2022. "“Outside in”: Global demand heterogeneity and dynamic capabilities of multinational enterprises," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 53(4), pages 709-722, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:160:y:2023:i:c:s0148296323001753. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.