Ahmed Muneeb Mehta, Fouzia Hadi Ali, Sadia Farooq, Maham Tariq
This research is an extension to the work conducted earlier by Chahal & Kaur in 2013. Furthermore, this study abridges the concept of dynamic managerial capabilities to analyze impact of marketing capabilities on competitive advantage as a moderator. According to the marketing environment, the current research should be conducted on marketing capabilities and its different types. The research aims to understand operational perspectives of marketing capabilities and examine its importance for increasing the competitive advantage and improvement in business performance. The literature of this research describes the impact of market orientation, culture and competitive advantage and indicates various research propositions about marketing capabilities which are used for the expansion of marketing capabilities and business performance relationship. Further, it has four perspectives that include intellectual capital, marketing mix, competition, and sensing, seizing and reconfiguring aspects of dynamic managerial capabilities which help for describing the concept of marketing capabilities.