Ebook How to shape the competitive advantage of firms in unpredictable contexts

Studying market-oriented organizational capabilities is critical for understanding how to adapt a firm's resources and capabilities to fluctuating market demand, and sustain competitive advantage in complex and dynamic business scenarios. Building on a theoretical and empirical analysis intersecting organizational capabilities and marketing capabilities, the aim of this book is to illustrate how to nurture agile marketing capabilities in organizations to enhance their ability to create greater customer value in fast-changing business environments, stimulating scholars for future research in this field.

Ludovica Moi is an Assistant Professor in Economics and Business Management at the Department of Economics and Business, University of Cagliari (Italy). She also was a visiting scholar at Universidad Carlos III de Madrid (Spain) and Grenoble Ecole de Management (France). Her research focused on the new frontiers of marketing driven by digital technologies, in particular Agile Marketing Capabilities. She has also investigated a wide range of topics related to marketing and management fields of research including agile and lean management approaches, business model innovation, and trust in algorithms. She has published in peer-reviewed journals such as European Management Journal, Tourism Management, Journal of Business and Industrial Marketing, Journal of Management and Governance, and Scientometrics.

Indice
Introduction
Organizational capabilities: a path for new research opportunity
(Introduction; Theoretical background; Shortcomings in the prior research on dynamic capabilities; Discussion and avenues for future research)
Marketing capabilities: a review and analysis of the literature
(Introduction; Inside-out marketing capabilities; Outside-in marketing capabilities; Dynamic marketing capabilities; Adaptive marketing capabilities; Conclusion)
Marketing agility: literature and practice analysis
(Introduction; Agility: a literature review; Marketing agility; Conclusion)
The agile marketing capability: a stepwise conceptualization of its microfoundations
(Introduction; Resources and lower-level capabilities of marketing capabilities: a literature review; Resources of marketing agility; Lower-level capabilities of the Agile Marketing Capability in organizations; Conclusion)
How to lead an agile transformation journey in organizations: the agile marketing capability learning loop
(Introduction; Methodology; Findings; Conclusion)
Conclusions, managerial implications and future research avenues
(Acknowledgements)
Bibliography.