Figure 1.
The conceptual framework titled C M O Charter in Times of Disruption presents relationships between key focus areas, key enablers, dynamic marketing capability dimensions, and strengthening mechanisms. The upper-left section lists Key Focus Areas, including Organisational Agility with subcomponents Driving Change, Resource Adaptation, Tapping New Opportunities, Fostering Innovation, and Working Structure and Process Adaptation, along with Enhanced Technology Leverage, Business Continuity Planning, Managing T M T Expectations, Strengthening Customer Connect, and Reassurance and Motivation. The upper-right section lists Key Enablers, including Support from Board and Increased S O V, Clarity on Strategic Prioritisation, Cross Functional Collaboration and Coordination, External Stakeholder Inputs, and Key Skills such as Change Management, Adaptability and Learnability, Understanding of Technology, Data Analysis, and Empowering Teams and Getting the Right Mix of Skills. Arrows connect these sections to Underlying D M C Dimensions labelled Sensing, Seizing, Reconfiguring, and Prioritising. A downward arrow leads to Mechanisms for Strengthening D M C Dimensions. The lower-left section describes Sensing and Prioritising mechanisms, including knowledge gathering processes, cultivating new perspectives, knowledge sharing mechanisms, and sensitising board members. The lower-right section describes Seizing and Reconfiguring mechanisms, including modified employment structures, experimentation, technology investment, complementary partnerships, and organisational interventions. Directional arrows visually connect all sections to illustrate strategic capability development during disruption.CMO charter in times of disruption: focal DMC dimensions
Source: Authors’ own work