... and places the articles in context. Findings New ventures striving to become established could seek to explore the potential offered by social media. Developing social media marketing capabilities (SMC) can facilitate closer engagement with customers and better understanding of their needs and concerns...

... and places the articles in context. Findings Organizations are able to improve performance and gain a competitive edge through utilization of competencies which enable key marketing capabilities. The effect of these capabilities can be further increased by strengthening the dynamic capabilities...

... and places the articles in context. Findings Effective performance in international markets significantly depends on organizations adopting appropriate strategies. Utilizing marketing capabilities more than technological capabilities can better position a firm so it is able to customize products to meet...