– Dynamic Marketing Capabilities

Dynamic Marketing Capabilities And Adaptability Of Hospitality Firms In Rivers State

ATEKE, Brown Walter

Department of Marketing, Faculty of Management Sciences,

Rivers State University, Port Harcourt, Nigeria

brown.ateke@ust.edu.ng

and

Nwulu, Chinyere Stella

Department of Marketing, Faculty of Management Sciences,

Rivers State University, Port Harcourt, Nigeria

eziefulestella@yahoo.com

ABSTRACT

This study examined if the possession and deployment of dynamic marketing capabilities relates to adaptability of hospitality firms in Rivers State. The study adopted an explanatory research design and collected primary data via a cross-sectional survey, using structured questionnaire whose reliability was confirmed through the Cronbach’s Alpha test. The population of the study comprised hospitality firms in Rivers State. 20 hospitality firms were surveyed from 4 categories (Food and Beverages; Travel and Tourism; Lodging; and Recreation); 6 respondents from each of the firms served as test units. The total number of test units was therefore 120. However, after sorting and data cleaning, data collected from 98 respondents made the final analysis. The Pearson Product Moment Correlation, served as the test statistics, relying on the Statistical Package for Social Sciences (SPSS) 22.0. The findings are that dynamic marketing capabilities (market opportunity sensing, market opportunity seizing, and resource reconfiguration) strongly relate to adaptability of hospitality firms. The study conclude that dynamic marketing capabilities predict company adaptability or that adaptability of hospitality firms in Rivers State depend on dynamic marketing capabilities in the form of market opportunity sensing, market opportunity seizing, and resource reconfiguration. Hence, the study recommends that hospitality firms in Rivers State that seek improved adaptability should develop and studiously deploy dynamic marketing capabilities in the form of market opportunity sensing, market opportunity seizing, resource reconfiguration.

Keywords: Company adaptability, dynamic marketing capabilities, market opportunity sensing, market opportunity seizing, resource reconfiguration