Dynamic capabilities for entrepreneurship and innovation in marketing-driven organisations

This paper uses recent developments in the dynamic resource-based view of the firm to construct a capabilities framework that proposes how an organisation can pursue specific market outcomes. The framework supports a critical evaluation of extant research in the separate fields of entrepreneurship and innovation in marketing-driven organisations, illuminating common weaknesses whose nature suggests that there should be a significant shift in methodology if future research in these separate fields is to converge. The proposed shift is from a macro, firm-focused view of 'what firms are', to a micro-level processes view of 'what firms do', and calls for a more qualitative, ethnographic approach in place of statistical analyses of quantitative survey data.