Market-Sensing Capability, Innovativeness, Brand Management Systems, Market Dynamism, Competitive Intensity, and Performance: an Integrative Review

This article reviewed existing strategic management and marketing literature, and then proposes a framework that links market-sensing capability, firm innovativeness, brand management systems, and firm performance. Drawing on resource based theory (RBT) and dynamic capability theory, a framework that proffers firm innovativeness and brand management systems as mediators in the relationship between market-sensing capability and firm performance,...