Marketing Capability in Latin America: A Systematic Literature Review

Abstract

This investigation aims to analyze the current state of knowledge about marketing capacity in Latin America. The systematic literature review was used between three databases (Scopus, Web of Science, and ScienceDirect). After applying inclusion and exclusion criteria, 18 studies were selected. The contributions of this study are fourfold. First, the evolution of this field of research was analyzed, identifying its publication frequency, the origin of the authors, and the journals used. The second contribution was the identification of the theoretical bases of management that have guided the study of marketing capability in Latin America, these being the Resource-Based View, Dynamic Capabilities, Institutional Theory, Ambidextrous Theory, and Convergence-Divergence Theory. The third contribution was the identification of five dimensions used to measure marketing capability in Latin America: efficiency, planning, product pre-sale process, product sales process, and product post-sale process. The fourth contribution was the presentation of a research agenda.