Implementing Firm Dynamic Capabilities Through the Concept Design Process: A Conceptual Model for Creating Sustainable Competitive Advantage

It is well understood that firms operating in highly dynamic and fluid markets need to possess strong dynamic capabilities of sensing (market trajectories), seizing (to capitalise on these trajectories), and transformation (in order to implement sustainable strategies). Less understood is how firms actually implement these capabilities. A conceptual model showing how managing
concept design processes can help firms systematically develop dynamic capabilities and help bridge the gap between the market-oriented and resource-focused strategic perspectives is presented. By placing this model in a design-driven innovation perspective three theoretical propositions is derived explicating both the paper’s implementation approach to dynamic capabilities as well as new ways of understanding these capabilities. Concluding remarks are made discussing both the paper’s contribution to the strategic marketing literature and possible avenues for future research.