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KEYWORDS
Marketing dynamic capabilities,
Value creation,
Stakeholders,
Value network
ABSTRACT
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 it 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 identified the value creation characteristics, which is helpful for exploring the marketing dynamic capabilities' impact against stakeholders' value.
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1Introduction
Nowadays, with the rapid development of Economic globalization and technology, the business environment has become increasingly complex and dynamic, and is full of uncertainty change (Bengtssonm, Kock, 2000), just in 2008, a large number of business losses or even bankruptcy during the global financial crisis, which allows businesses have become increasingly concerned about the impact of environmental change on business. However, during the period of this crisis, Chinese company Huawei adverse economic growth: 46% growth in 2008, and its business in the United States increased by nearly 60% in 2009. What kind of enterprises capability makes Huawei still pull through in the face of such turbulent environment? What corporate governance objectives make Huawei bucked the trend? The answers to these issues are not only the businesses want to know, but also attract more and more academic attentions.
Stakeholders' value maximization has become corporate governance objectives in modern enterprises' management. In the new economic age with the characteristics of highly developed information and network technology, how to gain competitive advantage through relevant stakeholders and the network of stakeholders' value has attracted close attention of the academic community (GAO Jing, Guan Tao, Wang Yalin 2007), and the dynamic capabilities which driving the value creation has become a hot in the strategic research areas (Bie Xiaozhu, Hou Guangming 2005). In strategic management theories, the core of corporate governance...