Analysis on Impact of Marketing Dynamic Capabilities' Against the Value of Stakeholders——A Case Study Based on Huawei

摘要

Marketing dynamic capabilities is not only the organizational resources to obtain and maintain competitive advantage when the enterprises faced turbulent environment,but also an important foundation for value creation,and thus has a positive impact on the value network of stakeholders. In this study,based on the marketing dynamic capabilities theory and value of stakeholder theory, the paper uses single case study approach, takes Chinese company Huawei as the study object,and the main line of the study is the relation between value creation and marketing dynamic capabilities which embed in core business processes-product development management,supply chain management and customer relationship management. From the perspective of the three management processes, the paper identify the value creation characteristics,which is helpful for exploring the marketing dynamic capabilities' impact against stakeholders' value.