Dimensions of Market-Sensing Capability Identifying SMEs Created: A Systematic Literature Review

Today s companies can no longer rely on their capabilities but must see the shifting demands of customers and the capabilities of their competitors and observe the rapid and uncertain changes in the business environment. The strategic step that must be taken by marketing managers is to identify the business environment first, before determining the strategy that will be used by the company. The major difficulties facing SMEs is the identification, seizing, stockpiling, mapping, distributing, and creation of knowledge. This paper aims to provide a theoretically based review of dimensions or market sensing capability. This study applies a systematic literature review method to provide a reliable and reproducible approach in searching, extracting, and synthesizing the body of literature. The systematic quantitative literature review method is applied to select and analyze 18 relevant papers published in the period from 2002 to 2021. At the end, this review market sensing capability is developed to explain how size and type of industry focus to latent-needs, requirements, expressed, trends, condition, cultural values, demand, information, database, knowledge, want, preference, insight, and expectation. The owner must focus on strategic, tactic, action, move, and initiative. The owner must focus to future development, staff, industry trend, environment, digital media, networking, and channel. Based on the results of a review of 18 articles are understanding, analyzing, listening, scanning, encouraging, identifying, anticipating, predicting, establishing, integrating, learning, discovering, acquiring, using, predicting, and creating as dimension of market-sensing capability in SMEs.