4.1 Research Information Drawing on perspectives of the theories of dynamic capabilities,

2. Capabilities - can be defined as 1) organizational capabilities – the network of organizational routines and processes that determine how efficiently and effectively the organization transforms its inputs (resources) into outputs (products including physical goods and services) and 2) dynamic capabilities – an organizations ability to build, integrate and reconfigure capabilities to address rapidly changing environments.

In this case, the ability to adapt to the constantly changing environment and establish new strategical approaches to innovation will help the company stay competitive on the market.

product design and product/ service bundles tend to be more successful that those who do

During these times of change business may have to change its orgainsation, operation and its nature to deal with the challenges of each stage in the business life cycle. For business to be successful they must constantly develop and change strategies to deal with the growth of the business or the life of the business may be cut short.

In this ever-changing modern day business environment, organizations should always be ready to adapt to the ever-changing concepts and customers’ needs. Both internal and external factors influence the kinds of changes that take place in any business or organization. As of the complex adaptive systems, in order to keep up with the constant upcoming changes, they need to keep on revising their goals and objectives. They can do this by assimilating to any current changes present in society.

The marketplace has been dynamic and competition between companies in the same industry has been increasingly intense (Ranchhod, 2004). Having dynamic capabilities contributes to a company’s “long-term survival or competitive advantage” (Johnson et al., 2008: 84). This is especially essential

A company’s future is never certain. Any number of outcomes may take place that either further or ends a company. Marketers must learn as much as possible about customers, prospects and its surroundings. Research and information give insight that fuels innovations, strategic planning, and forecasting. Marketers can use several types of sources to gather information

The business world preys on those who stay static, and fail to evolve and innovate. There are solutions however and of course and it is worth investigating what aspects play

The study of dynamic capabilities has assumed a central role in the debate on the strategic management within the organizations (Zollo and Winter, 2002; Eisenhardt and Martin, 2000). The question about “what are dynamic capabilities” seems to be well defined in the literature as a set of specific and identifiable processes, such as product development, strategic decisions and alliances (Eisenhardt

They argue that only this structural development method can lead a corporation to the capabilities needed for sustained competitive advantage and high performance. The disagreement continues regarding how companies are able to maintain sustainable to continue their competitive advantage among others in the same industry. Is this sustainable due to how the company handles collaboration and direction, dedication and belief, technical skills and leadership capabilities, open conversation, inspiration, and the knowledge for capacity for encounters rather positive or negative and learning from each. The authors state that the way management approach the modification they want to make in a business is by using the results-driven change and slower, top-down, bottom-up development of the business, for this

In today's business world, corporations have become more complex and more unpredictable, in fact it is considered almost "healthy" that a corporation experience change and transformation. Companies need to be susceptible and ready to acknowledge the challenges that change presents with and try to overcome these for the benefit of the company as a whole. Due to the ever-changing business and social environments caused strongly by globalizations, this has meant that companies must keep themselves up-to-date, whether it is through using the latest form of technology or through the latest management fad. There are many factors involved with change and the successful management of it which can often be a difficult time for

Change has become necessary for every organisation there is. World is moving rapidly towards better technologies, efficient systems, new techniques, compact profits, different friendlier environments and organisations are always in the race to reach new heights by thriving effectively in this competitive environment (Kotter, 1996).

Fourth, is that the CEO is the champion of a capabilities-based strategy. I think that this puts the pressure on the CEO because he will be the one responsible for the direction of his company and the decisions he make can shape the future of the company. To be able to be a good CEO, one must outperform the completion in responding quickly to customer demands and to incorporate new ideas into products, produce a product that unfailingly satisfies customer’s expectations, see the competitive environment clearly, adapt simultaneously to many different business environments, and generate new ideas and to combine existing elements to create new sources of value. It is obvious that the CEO has a very big responsibility. In summary, the article speaks about the new logic of growth today, being a capabilities predator, a company focusing and investing more on its capabilities to satisfy the customer. But a question comes to mind after reading this article, what is the future of capabilities-based competition? If some time ago, the traditional companies were successful and were replaced by the growth of capabilities-based companies, what will happen if most of the companies will become more capabilities-based? Will the growth of these companies be consistent? Or will there be a new kind of competitor that dominates the market in the future? One thing is for

Innovation offers the companies a competitive advantage. Presently and within the future, more than any time in history, the key to competitive advantage is innovation. However innovation will facilitate businesses meet all of their strategic challenges, not simply competition; to illustrate, in confronting accelerating rates of change, globalization, apace advancing technology, a additional numerous workforce, associated a modification from an industrial to a knowledge-based economy. Meeting all of those challenges helps the firm attain competitiveness, and meeting these challenges suitably depends on innovation. Innovation allows a firm to workout its challenges in distinctive ways in which build competitive advantage either through relative differentiation, a relative low-priced position, or few acceptable level of each. Innovation cannot assure success, however success cannot be achieved within the end of the day without it.

Method: For the technology to be effective there is a need for an understanding of the values, attitudes and behavior of various customers, prospects and stakeholders in the marketing process. This will help the organization to focus on such areas as the effective retention and acquisition of business customers for its long-term benefits.