The Construction and Resource Arrangement of Marketing Dynamic Capability in the Digital Innovation Ecology:A Dual-Case Study of New Retail Business Forms
As the most active area of iterative innovation,the retail industry has undergone a major transformation driven by the dual forces of digital empowerment and consumption upgrading.Based on the theory of marketing dynamic capability,this paper redefines the essence of retail marketing dynamic capability under the digital innovation ecology,and takes the retail new business from repre-sentative enterprise"Dicarnon"and"Hema Fresh"as the dual-case research object,analyzes the digital innovation driving factor the basic motivation,and further refining the digital innovation ecological background of marketing dynamic capabilities of the dimensions and elements,to build the overall theoretical framework,and then arrange resources and market allocation,making the retail enterprise can maintain the unique,sustained,and obtain the new competitive advantage in the treacherous environment,keep the enterprise effi-cient development,and realize the value co-creation.
digital innovation ecologymarketing dynamic capabilityresource arrangementnew retail business forms
国家科技期刊平台
NSTL
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