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

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  • 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
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