The Relationship Between Digital Marketing, Business Performance, and Capability: A Resource-Based View and Dynamic

Abstract

Purpose – The purpose of this article is to conceptualize the development of digital marketing and business performance through business capability, grounded within the perspectives of the Resource-Based View (RBV) and Dynamic Capabilities. Design/methodology/approach – This research is a conceptual (non-empirical) study that synthesizes existing literature to construct a comprehensive theoretical framework. Findings – The conceptual analysis indicates that the implementation of digital marketing—driven by content quality, interactivity, ease of access, trust, personalization, user satisfaction, and digital advertising—plays a critical role in enhancing business performance. Furthermore, dynamic capabilities, specifically through sensing, seizing, and reconfiguring routines, serve as the key determinant of business success. Enterprises with robust capabilities are equipped to accurately detect digital market opportunities, exploit them effectively, and dynamically realign internal resources and business processes to optimize overall performance. Research limitations/implications – Although conceptual, this study is expected to enrich the field of strategic management, particularly by advancing the empirical utility of the Resource-Based View (RBV) and Dynamic Capabilities theories. The integrated model produced from this research offers valuable insights into how digital marketing, business capability, and business performance interact across various business sectors.