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This research aims to understand how dynamic marketing capabilities affect new market development and sales growth under varying contextual conditions.

March 7, 2026Industrial Marketing ManagementOpen Access

Effect of dynamic marketing capabilities on new market development and sales growth: The roles of structural inertia and environmental dynamism

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MSMesay Sata ShankaInstitut National de la Statistique et des Etudes Economiques

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Study examines how dynamic marketing capabilities influence new market development and sales growth, highlighting key moderating factors.

Key Points

This research aims to understand how dynamic marketing capabilities affect new market development and sales growth under varying contextual conditions.
Utilized a multistudy design with two independent samples of B2B firms.
Study 1 focused on logistics service providers in East Africa.
Study 2 examined commodity supplier firms in Ethiopia.
Analyzed the moderating effects of structural inertia and environmental dynamism.
Dynamic marketing capabilities positively influence new market development and sales growth.
The effectiveness of these capabilities is enhanced in firms with lower structural inertia.
Dynamic environments allow firms to leverage dynamic marketing capabilities more effectively.

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Mesay Sata Shanka (2026) studied this question.

synapsesocial.com/papers/69abc0de5af8044f7a4e98df https://doi.org/10.1016/j.indmarman.2026.02.014

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Effect of dynamic marketing capabilities on new market development and sales growth: The roles of structural inertia and environmental dynamism

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Cite This Study

Effect of dynamic marketing capabilities on new market development and sales growth: The roles of structural inertia and environmental dynamism

Discussion

Member takes

Implication

Key Points

Cite This Study

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