Typology of Approaches and Underlying Theoriesof Marketing Dynamic Capability

The purpose of this research is to qualitative content analysis of the underlying approaches and theories of dynamic marketing capabilities and provide a comprehensive typology of them. Therefore, by reviewing the articles from foreign databases, including Scopus, Web of Science, and Google Scholar, as well as domestic databases of the country, using the qualitative content analysis and based on the theoretical sampling method, finally, 61 articles were selected and reviewed in the period from 2000 to 2023. The findings of the present research, while identifying various theoretical approaches and underlying theories related to them, have classified eight identified approaches into three general categories in the following order: the first category (primary approaches), including resource-based and knowledge-based approaches; the second category (intermediate approaches), including micro-foundations, multi-level (hierarchical), and process approaches; and the third category (new approaches), including system approaches, configuration, and capability architecture. The results also showed that by using more integrated approaches such as the systemic approach, hierarchical approach, and capability architecture by future researchers, it is possible to develop more executable frameworks and models in the field of marketing dynamic capabilities by examining the interaction and interweaving of various capabilities at different levels. The results also show that considering the necessity of self-sufficiency in the production of domestic goods and the importance of exporting non-oil products in the country, the approach of dynamic marketing capability provides the possibility for company managers to discover the obvious and hidden needs of customers by absorbing knowledge related to the market and accurate monitoring of environmental opportunities to offer new products and services according to the needs and demands of customers.