In recent years, the direct-to-consumer business (DTC) has become an increasingly popular way for companies to conduct their business. A large part of why companies choose to build a business based on DTC is for the consumer data they get access to. This study aims to understand how small emerging DTC companies achieve sustainable growth as they both have to acquire new customers and retain existing customers. The empirical data consisted of qualitative interviews with three DTC companies operating in three different industries. The result of this study, which was based on the dynamic marketing capabilities model, is that a DTC company best achieves sustainable growth from a customer-centric approach, where decisions are based on data. This allows the organization to work more agile and, as a result, proactive manner. / Under de senaste åren har man kunnat se ett skifte i hur allt fler direct-to-consumer (DTC)-företag har startat. Anledningen till att DTC har blivit ett populärt sätt att bedriva sin verksamhet genom är för att företagen kan nå ut till sina kunder på ett effektivt sätt och på så sätt kunna anpassa sin verksamhet efter dem. Syftet med denna studie är att förstå hur små framväxande DTC-företag uppnår hållbar tillväxt då de både måste anskaffa nya kunder och värna om redan existerande kunder. Den empiriska data bestod av kvalitativa intervjuer med tre DTC-företag, verksamma inom tre olika industrier. Resultatet av denna studie som utgick från dynamic marketing capabilities-modellen, är att ett DTC-företag bäst uppnår en hållbar tillväxt från ett kundcentrerat tillvägagångssätt, där beslut baseras på data. Genom tydliga och informativa processer möjliggör det för företag att jobba mer proaktivt.

Purpose and research question: The purpose of this research is to explore how dynamic marketing capabilities in international e-tail companies are influenced by organizational culture. Furthermore, the aim is to contribute to the theoretical field of marketing capabilities, as well as providing practical implications to managers in international e-tail companies.How does organisational culture influence dynamic marketing capabilities in international e-tail companies? Method: The study is conducted with a qualitative method and an abductive approach, using a single case study design. The empirical data consist of eight semi-structured interviews with people at the company Scandinavian Design Center, in addition to secondary data and observations on site. Findings: The results of the study indicate that characteristics from four types of organisational cultures, including entrepreneurial, team, hierarchical and rational can influence DMCs positively and negatively on two levels: incremental and renewing. Team culture influences DMCs positively on both levels, while entrepreneurial culture has both positive and negative influence on different levels. Hierarchical and rational culture negatively influence DMCs on both levels, except when it comes to formal roles and articulated goals, which positively influence both incremental and renewing DMCs.

Yes / Purpose – The purpose of this paper is to examine the role of dynamic marketing capabilities (DMC), foreign ownership modes and sub-national locations on the performance of foreign owned affiliates (FOAs) in developing economies. Design/methodology/approach – Based on a sample of 254 FOAs in Indian manufacturing sector (covering the period of 2000-2008 leading to 623 firm-year observations), the empirical paper adopts the panel data regression approach. Findings – The study confirms the significant importance of DMC to assist FOAs to gain better sales performance in an emerging market such as India. The findings indicate that Wholly Owned Foreign Affiliates (WOFAs) have better sales performance than International Joint Venture (IJV), and Majority-owned IJV (MAIJV) perform better than Minority-owned IJV (MIIJV) in the Indian manufacturing sector. The results confirm that effective deployment of DMC leads to better sales performance in WOFAs and to some extent in MAIJVs. Perhaps the most interesting finding is that developing DMC in non-Metropolitan areas is associated with higher sales growth than in Metropolitan locations. Originality/value – The study contributes to the literature by examining the impact of DMC on performance of FOA by considering the organised manufacturing sector in a large and fast growing developing economy. In addition, the results for the moderating effects provide novel evidence of the conditions under which DMC of FOA interacts with different ownership modes and influence firm performance.