The Dimensions and the Path Relationship of Dynamic Marketing Capabilities:An Explorative Study Based on Grounded Theory

Based on grounded theory, this paper is designed to explore the dimensions of dynamic marketing capabilities in the context of Chinese market environment and marketing practice. Through open coding, axial coding,selective coding and modeling, the results show that the structural system of dynamic marketing capabilities includes market sensing, market knowledge absorbing, channel bonding, customer linking, marketing innovation, brand value enhancing and customer responsiveness capabilities. The paper constructs a conceptual model of the seven dimensions and the path relationship of dynamic marketing capabilities, further revealing the function mechanism of the various capabilities. The results indicate that various dimensions of dynamic marketing capabilities are interrelated and contribute to firm performance and sustainable competitive advantage through the process of knowledge creating,resources combining,integrating and releasing.