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In a turbulent environment, firms with certain capabilities are likely to have effective relationships/collaborations with partners, access inimitable resources and achieve competitive advantage. Based on Dynamic capability theory, capabilities permit firms to create a sustainable competitive advantage, but further knowledge is needed on how these capabilities interact with each other and influence firm performance. We develop the construct called institutional (organizational) love in supply chain (ILSC) which mediates the function of dynamic capabilities on firm performance. The proposed conceptual model examines the relationship between marketing alliance capabilities (MAC) and intra-firm network capabilities, ILSC, customer orientation, and the focal firm’s performance.

Is Love Extendable to Relationship Marketing and Supply Chain Management?