COMO ESTÃO AS CAPACIDADES DINÂMICAS E O MARKETING DIGITAL RELACIONADOS? UMA REFLEXÃO DA LITERATURA

Catalina Gutierrez-Leefmans, Rosa María Nava-Rogel, María Andrea Trujillo-León

Resumo


Este estudo visa explorar a relação entre capacidades dinâmicas e marketing digital. A partir da revisão de literatura sobre capacidades de marketing dinâmico, capacidades de marketing e capacidades de marketing digital, infere-se que, sem considerar a denominação, todos eles incluem os fatores componentes dinâmicos. A revisão também resulta da consideração de que esses recursos já envolvem o uso de TICs e ferramentas digitais para seu desenvolvimento. Conclui-se que o marketing digital suporta diretamente as capacidades de marketing exigidas pelo contexto e, portanto, a estratégia de negócios direcionada para um melhor desempenho das empresas.

 


Palavras-chave


Capacidades Dinâmicas; Marketing Digital; Capacidades De Marketing; Capacidades Dinâmicas De Marketing; Estratégia Digital.

Texto completo:

PDF/A (English)

Referências


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DOI: http://dx.doi.org/10.19177/reen.v11e32018265-283

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