Study on the Formation Mechanism of Marketing Dynamic Capability of Enterprises from the View of Social Capital and Organizational Learning——Based on the Case Study of Hisense

摘要

marketing dynamic capability forms an important part of dynamic capabilities of enterprises; also social capital and organizational learning form the basis of sustainable competitive advantages of enterprises. On the basis of reviewing former studies and deeper studying of Hisense, this paper researches the components of social capital of enterprises and makes a further analysis on the influence mechanism of social capital to organizational learning and organizational learning to marketing dynamic capability with the approach of case study. Study shows that (1) social capital has great influence on organizational learning; (2) organizational learning is a dynamic process which can enhance the marketing dynamic capability of enterprises remarkably; (3) the influence of organizational learning on different dimensions of marketing dynamic capability differentiates.