La capacità di differenziazione competitiva del moderno retail nella prospettiva delle dynamic capabilities: analisi della GDO nel mercato italiano

The retail industry is subject to constant change due to the dynamism of the markets and the complexity of the relationships between BtoB and BtoC. Consequently, the dynamic capabilities have a pivotal role in companies and enable them to face the continuous changes of the context. The aim of this work is to study the marketing dynamic capabilities in Italian food retail industry involving 10 companies of large schale distribution.. The results help retailers to improve the opportunities to interpret and reduce the environmental complexity through dynamic capabilities. The originality of the study lies in the fact that few empirical analysis about Italian retailer’s key accounts has never been carried out.