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

Nicky Nedergaard, Richard Jones

Research output: Chapter in Book/Report/Conference proceedingConference abstract in proceedingsResearchpeer-review


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.
Original languageEnglish
Title of host publicationProceedings of ANZMAC 2011
EditorsMartin MacCarthy
Number of pages1
Place of PublicationPerth
Publication dateNov 2011
ISBN (Print)9780646563305
Publication statusPublished - Nov 2011
EventThe Australian & New Zealand Marketing Academy Conference. ANZMAC 2011 - Perth Convention and Exhibition Centre, Western Australia, Perth, Australia
Duration: 28 Nov 201130 Nov 2011
Conference number: 2011


ConferenceThe Australian & New Zealand Marketing Academy Conference. ANZMAC 2011
LocationPerth Convention and Exhibition Centre, Western Australia
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