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Navigating turbulence: resource orchestration in developing international dynamic marketing capabilities

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  • Ciszewska-Mlinarič, Mariola
  • Morgan-Thomas, Anna
  • Wójcik, Piotr

Abstract

Although International Dynamic Marketing Capabilities (IDMCs) are essential for firms navigating volatile global environments, we still know little about how they develop. Drawing on Dynamic Capabilities and Resource Orchestration theories, the study examines the mechanisms through which external turbulence combines with internal resources to build these capabilities. Based on survey data from 277 Polish export manufacturers during the COVID- 19 pandemic, multi-stage regression results show that both market and technology turbulence act as key drivers of IDMCs. Notably, the effect of technological turbulence on IDMCs is mediated by organizational agility and partnering capability. Furthermore, organizational slack serves as a vital enabler, channelling resources through these pathways to create actionable capabilities. These findings illuminate the complex interplay among organizational slack, mediators (agility and partnering capability), and environmental turbulence, offering valuable managerial insights on resource orchestration strategies to strengthen international dynamic marketing capabilities and enhance international marketing adaptability.

Suggested Citation

  • Ciszewska-Mlinarič, Mariola & Morgan-Thomas, Anna & Wójcik, Piotr, 2026. "Navigating turbulence: resource orchestration in developing international dynamic marketing capabilities," Journal of Business Research, Elsevier, vol. 211(C).
    • Handle: RePEc:eee:jbrese:v:211:y:2026:i:c:s0148296326002183
    DOI: 10.1016/j.jbusres.2026.116183
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