Abstract:

Dynamic capabilities (DC) is a topic often discussed by strategic management areas. Whilst there are some studies that already analyze the creation of competitive advantage of company resulting from the usage of a DC approach, how this is achieved by using CRM marketing capabilities has not been understood. The present study aims to contribute to this debate. This paper aims to investigate the knowledge state of dynamic CRM capabilities as the part of marketing capabilities of company. The fundamental question addressed in this research is: How can dynamic CRM capabilities of company be identified? and How to measure the dimensions of dynamism as well. A comprehensive literature search, as an exploratory study, was conducted to answer this questions. The findings support the argument that there is a need to find the methods for the identify CRM capabilities and measure the dynamism of them.