Study goals
This study aimed to identify the conceptual bases (dimensions) of the concept of marketing capabilities.
Relevance / originality
This research is part of a series of studies that have as a research question: Can marketing capabilities assist in project management?
This study stands out for being the first bibliometric study of marketing capabilities using the entire base of articles published by Web Of Science until 2019.
Methodology / approach
Using a quantitative approach, a bibliometric study of co-citation was carried out by means of an Exploratory Factor Analysis with the aid of the software R-Studio, Bibliometrix, BibExcel and SPSS.
Main results
With an accumulated variance of 63%, there was evidence of at least 5 dimensions in which the concept of marketing capabilities was built, namely, Marketing Orientation, Market Pioneering, Export Performance, Dynamic Capabilities, and Entrepreneurial Orientation.
Theoretical / methodological contributions
The characterization of the dimensions of the concept of marketing capabilities provides guidance for the survey and classification of resources that make up the marketing capabilities. With regard to methodological procedures, the use of exploratory factor analysis in bibliometric analysis enables a procedure with greater statistical robustness in studies of theoretical concepts. The resource can be replicated for any theme, thus facilitating the theoretical/conceptual understanding of the researched themes and can contribute to science in general. knowledge.
Social / management contributions
The use of the concepts of marketing capabilities in the most diverse management systems can provide an increase in profitability and also a sustainable competitive advantage, contributing to the economy and organizational financial health.