Dynamic marketing capabilities and competitive advantage in the South African B2B renewable energy industry

Pallett, Catherine
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Research Problem – Creating competitive advantage is important for renewable energy firms to succeed, but there is little existing knowledge on the strategic marketing factors that add value to businesses operating in this space. Research purpose – The research aims to understand how commercial dynamics affect renewable energy firm performance in an emerging economic context. Research Methodology – This study uses a quantitative approach. A survey instrument was distributed to suitable B2B renewable energy companies in South Africa 56 fully completed responses were obtained. After a confirmatory factor analysis, a PLS-SEM model was used to map the relationships between the construct variables and firm performance. Research Results – This research found a significant positive relationship between market orientation and firm financial and market performance and relationship capabilities. The research also found a significant positive relationship between relationship capabilities and customer performance. Research Implications – This research contributes to the literature on dynamic marketing capabilities on B2B companies in emerging market settings. The research also offers the first perspective into how these dynamic marketing capabilities affect the business outcomes of renewable energy companies in South Africa. Research limitations – This study was conducted in a cross-sectional nature, but performance is measured over time. Similarly, this study used a perceptive model for performance which may not be as accurate as objective measures of performance.
A research project submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management (MMSM)
Renewable energy, B2B, Dynamic marketing capabilities, Market orientation, Relationship capabilities, Firm performance,, Competitive advantage