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Market-Sensing Capability, Innovativeness, Brand Management Systems, Market Dynamism, Competitive Intensity, and Performance: an Integrative Review

Author

Listed:
  • Steven W. Bayighomog Likoum

    (Eastern Mediterranean University)

  • Mohamed Dawood Shamout

    (American University in Emirates)

  • Ibrahim Harazneh

    (Middle East University)

  • A. Mohammed Abubakar

    (Antalya Bilim University)

Abstract

This article reviewed existing strategic management and marketing literature, and then proposes a framework that links market-sensing capability, firm innovativeness, brand management systems, and firm performance. Drawing on resource based theory (RBT) and dynamic capability theory, a framework that proffers firm innovativeness and brand management systems as mediators in the relationship between market-sensing capability and firm performance, this paper proposes the moderating role of environmental factors (i.e., competitive intensity and market dynamism) on the relationship between firm innovativeness and firm performance, and brand management systems and firm performance. A set of propositions that represent an empirically driven research agenda are presented.

Suggested Citation

  • Steven W. Bayighomog Likoum & Mohamed Dawood Shamout & Ibrahim Harazneh & A. Mohammed Abubakar, 2020. "Market-Sensing Capability, Innovativeness, Brand Management Systems, Market Dynamism, Competitive Intensity, and Performance: an Integrative Review," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 11(2), pages 593-613, June.
    • Handle: RePEc:spr:jknowl:v:11:y:2020:i:2:d:10.1007_s13132-018-0561-x
    DOI: 10.1007/s13132-018-0561-x
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