Marketing Strategy and Competitive Positioning pdf ebook

Learning capability
Learning processes enable firms to maintain long-term competitive advantages over rivals 
(Dickson, 1992). In fact, continuous learning is essential for surviving in dynamic and com-
petitive environments as it makes the firm receptive to acquiring and assimilating external 
Figure 6.7 
Dynamic marketing 
capabilities
Market sensing capability
Learning capability
Targeting and positioning capability
Customer relationship management
New product and service
development capability
ABSORPTIVE CAPABILITY
ADAPTIVE CAPABILITY
INNOVATIVE CAPABILITY

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RESOURCE PORTFOLIOS
knowledge ( Zahra and George, 2002 ). Learning enables new opportunities to be identified 
and allows for repetition and experimentation, enabling firms to integrate information from 
the external environment. More specifically, learning is a core element of dynamic capabilities 
since it is a ‘collective activity through which the organisation systematically generates and 
modifies its operating routines in pursuit of improved effectiveness’ ( Zollo and Winter, 2002 ). 
Prior research has suggested that there are a variety of mechanisms that may be employed to 
access external knowledge ( Almeida et al ., 2003 ). These activities are related to the capabilities 
of market-driven organisations, that, inter alia , need to excel in ‘outside-in’ capabilities such 
as customer linking ( Day, 1994 ).
6.6.2 Adaptive marketing capabilities 
Adaptive capabilities focus on the firm’s ability to identify and capitalise on emerging market 
opportunities. Adaptation implies doing things differently in response to external stimuli. 
Market-targeting and positioning capabilities 
Market-targeting and positioning capabilities encompass the ability to identify alterna-
tive opportunities and then select appropriate market targets, where the firm’s resources 
and capabilities are aligned for the best effect. Positioning is not just a marketing decision, 
however. In aligning resources and capabilities with changing markets, the competencies of 
all aspects of the business (including operations, finance and R&D), as well as marketing, 
need to be taken into account. 
As markets change, so the positioning adopted may need to change.