A model of the relationships among market orientation, marketing dynamic capabilities and performances of service enterprises

The theory of dynamic capabilities has made great contribution on explaining enterprises\´ competitive advantage in strategy management, yet it is rare to use dynamic capabilities theory in marketing research since the competitions in marketing are fierce among companies. In view of the literatures on market orientation and marketing dynamic capabilities, this paper takes service enterprises as the object of study and establishes a new theoretical model. Based on the analysis, (1) we try to identify market orientation in service enterprises in detail; (2) we build the dimensions of marketing dynamic capabilities in service enterprises; (3) we analyze the intrinsic mechanism among market orientation, marketing dynamic capabilities and performances of service enterprises and build a conceptual model with reference to the theoretical framework of "resources - capabilities - performance".