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Export Reference (APA) 
Martínez-Ruiz, M. P., Dias, Á. & Blazquez-Resino, J. J. (2014). Marketing mix dynamism and performance: evidence from commercial firms. Perspectiva Empresarial. 1 (1), 69-80
Export Reference (IEEE) 
M. M. Pilar et al.,  "Marketing mix dynamism and performance: evidence from commercial firms", in Perspectiva Empresarial, vol. 1, no. 1, pp. 69-80, 2014
Export BibTeX 
@article{pilar2014_1765581296408,
	author = "Martínez-Ruiz, M. P. and Dias, Á. and Blazquez-Resino, J. J.",
	title = "Marketing mix dynamism and performance: evidence from commercial firms",
	journal = "Perspectiva Empresarial",
	year = "2014",
	volume = "1",
	number = "1",
	pages = "69-80",
	url = "https://revistas.ceipa.edu.co/index.php/perspectiva-empresarial/index"
}
Export RIS 
TY  - JOUR
TI  - Marketing mix dynamism and performance: evidence from commercial firms
T2  - Perspectiva Empresarial
VL  - 1
IS  - 1
AU  - Martínez-Ruiz, M. P.
AU  - Dias, Á.
AU  - Blazquez-Resino, J. J.
PY  - 2014
SP  - 69-80
SN  - 2389-8186
UR  - https://revistas.ceipa.edu.co/index.php/perspectiva-empresarial/index
AB  - We focused on the analysis of marketing mix dynamic capabilities, taking into
account their influence on customer, market and financial performance. In order to achieve
this research goal, 201 SMEs in the Portuguese commercial sector were contacted and
personally administered a questionnaire pertaining to the presence of diverse marketing
mix dynamic capabilities. Data were analyzed by means of factorial analyses of the main
components, as well as linear parametric regressions. Our findings show that there is a
clear relationship between marketing mix dynamic capabilities and diverse performance
metrics. Especially, the marketing dynamic capabilities related to aspects external to the
product exert the greatest impact. This study highlights how Portuguese company managers
are conscious of the importance of developing marketing mix dynamic capabilities
and to adapt them to the changes in the environment.
ER  -