Heliyon (Dec 2024)
The impact of dynamic marketing capabilities (DMCs) and strategic information management (SIM) on international start-up success: A meta narrative analysis
Abstract
The success of international startups is profoundly influenced by their adeptness in utilizing dynamic marketing capabilities (DMCs) and strategic information management (SIM) to achieve competitive advantage and sustainable growth in global markets. This research examines the effects of these crucial elements on the success of international startups through a meta-narrative analysis. By synthesizing findings from 20 articles published in Scopus-indexed journals between 2020 and 2024, we aim to provide an in-depth understanding of the interaction between DMCs and SIM and their impact on startup performance in global markets. The research design includes an extensive review and synthesis of the literature on DMCs and SIM, emphasizing their importance in improving startup agility, market responsiveness, and strategic decision-making. Our findings suggest that startups are proficient in DMCs, such as adaptive market orientation and innovative marketing strategies, alongside robust information management systems, demonstrating higher success rates, accelerated growth, and a sustained competitive advantage in international markets. These insights highlight the pivotal role of integrating marketing dynamism with SIM for startup success. The global implications of this study suggest that international startups must prioritize the development of these capabilities to navigate the complexities of global markets effectively and ensure long-term viability. This research underscores the critical importance of strategic investments in marketing and information management to foster startup success globally.
