Big Ideas and New Methods in Marketing: Dynamic Marketing Capabilities Concept Application to the New Product Creation and Innovation Process in the Swiss Luxury Watchmaking Industry

摘要

Trying to identify marketing factors that influence new product creation as well as innovation process, this study adopts resource-based theory and applies it to the Swiss luxury watchmaking companies.This paper presents results of qualitative research based on semi-structured interviews with CEO and Marketing managers among Swiss luxury watchmaking companies.We present a set of suggestions that outline how dynamic marketing capabilities could benefit new product creation and innovation process, creating competitive advantage in the highly competitive Swiss luxury watchmaking industry.