The impact of dynamic capabilities on firm perceived marketing performance of small and medium sized enterprises

Abstract

Today companies operating in emerging markets face with certain problems especially in turbulence, complex and changeable environment. There are compelling Political, Environment, Social, Technology, Economical and Legal factors forcing companies to adapt to complex and changeable environments. Despite all these challenges, companies should adapt changeable environment and develop strategies to deal with rapidly changing conditions in order to sustain growth. This can be achieved with the help of using their dynamic capabilities helping them remain competitive in the long term. The purpose of this study is to explore the impact of dynamic capabilities on companies’ perceived market performance. The data was collected through a quantitative field research in SME companies operating the Aegean region, west of Turkey. Interviews were conducted with 198 managers of the companies. Especially those managers working in R&D, marketing, production departments were targeted. Key issues such as dynamic capabilities of companies and the market performance of firms were examined based on two questionnaires. SPSS 21 and Amos 16.0 were used for statistical analyses. Multiple regression analysis was used to investigate the impact of dynamic capabilities on companies’ perceived market performance. The results of the study indicate that companies’ perceived marketing performance depends on dynamic capabilities. The empirical findings suggest that dynamic capabilities have a positive effect on operational capabilities which in turn have a significant effect on the performance of the firms. Companies can sustain growth by using their dynamic capabilities while making certain strategic changes to improve their performance.