Dynamic Managerial Capabilities in Marketing: A Systematic Review and Research Agenda

This study presents a systematic review of research on dynamic managerial capabilities in marketing, synthesizing findings from 28 peer-reviewed articles published between 2014 and 2023. Using a rigorous methodology, we analyze the theoretical frameworks, empirical investigations, and practical applications in this field. Our findings reveal a growing interest in dynamic managerial capabilities, particularly in SMEs and emerging markets, with key themes including market adaptability, innovation, and competitive advantage. We identify significant gaps in the literature, notably the lack of research on integrating environmental considerations into marketing strategies for sustainable development. This review contributes to the field by providing a comprehensive overview of current knowledge, identifying research gaps, and proposing a future research agenda. Our findings have important implications for both scholars and practitioners in marketing and strategic management.