Given their small size and young age, entrepreneurial firms are resource deprived. However, to successfully compete in dynamic environments, these firms are still required to build their dynamic capabilities. Using the ever-changing Korean retail fashion industry, we suggest that entrepreneurial firms deprived of formal marketing departments can learn from their main external repositories of market and product knowledge and develop their strategic marketing (dynamic) capabilities as routines, which, in turn, improve the entrepreneurial firms’ performance. Moreover, following the microfoundations argument of dynamic capabilities, we argue that these strategic marketing capabilities in the form of routines can be further enhanced by the entrepreneurial firm’s human resource flexibility. Our data reveals support for our arguments.

中文翻译：

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学习，动态能力和公司绩效：以韩国时装业中的创业公司为例

鉴于企业规模小，年龄小，企业家公司被剥夺了资源。但是，要在动态环境中成功竞争，仍然需要这些公司建立动态能力。我们建议利用日新月异的韩国零售时装业，剥夺正式营销部门的创业公司可以从其外部主要市场和产品知识库中学习，并开发其日常战略营销（动态）能力，从而提高创业公司的业绩。此外，根据动态能力的微观基础论证，我们认为这些常规营销形式的战略营销能力可以通过创业公司的人力资源灵活性得到进一步增强。我们的数据表明了我们的观点的支持。