Abstract:

Research on business ecosystems has predominantly examined structural arrangements and innovation outcomes, offering limited insight into how organisational capabilities develop within interconnected environments. Drawing on ecosystem and dynamic capability perspectives, this developmental paper explores how ecosystem interconnectedness shapes marketing capability formation in ICT service firms. Preliminary qualitative evidence from ten semi-structured interviews in the Bangladeshi ICT sector indicates that marketing capability evolves through iterative client engagement, cross-functional learning and ecosystem-based knowledge exchange. The study proposes a reconceptualisation of marketing capability as an ecosystem-embedded dynamic capability and outlines a framework to guide future quantitative testing in digitally intensive service contexts.

Please choose your submission type: Developmental Paper

Primary Track: Innovation

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Mrs. Ikra Islam