Andreas Ari Sukoco, Cheryl Marlitta Stefia, Anis Okta Cahyaningrum, Eni Munarsih, Budhi Haryanto
Dynamic capabilities and marketing paradigm shifts have become central topics in contemporary marketing research. This study investigates the evolution, key contributors, and thematic trends in these domains through bibliometric analysis, addressing the research question: “Which authors, themes, and trends have most significantly influenced the literature on dynamic marketing capabilities and marketing paradigm shifts?” Using Scopus-indexed publications from 1990 to 2023, we conducted citation, co-citation, and keyword co-occurrence analyses to identify influential authors, thematic clusters, and emerging research directions. Results indicate that Grönroos, Brodie, and Gummesson are the most cited authors, while thematic clusters reveal three dominant research streams: dynamic marketing capabilities, relationship marketing, and digital transformation. Bibliometric mapping highlights emerging topics such as artificial intelligence, sustainability, and digitalization, reflecting a paradigm shift in marketing research focus. Longitudinal citation trends show a steady increase in publications since 2011, peaking in 2021, indicating growing scholarly attention. The study contributes theoretically by integrating dynamic capabilities and paradigm shift theories into a unified framework, clarifying their interrelation in marketing strategy. Practically, it guides researchers and practitioners in identifying thought leaders, monitoring emerging trends, and adapting marketing strategies to evolving market and technological environments. These insights provide a historical perspective on the field’s development and inform future research and practical applications in dynamic marketing contexts. © 2025, IPMEDIA SDN BHD. All rights reserved.
Faculty of Economics and Business, Universitas Kristen Duta Wacana, Yogyakarta, Indonesia; Faculty of Economics and Business, Universitas Negeri Yogyakarta, Yogyakarta, Indonesia; Faculty of Economics and Business, Universitas Mahakarya Asia, Yogyakarta, Indonesia; Faculty of Economics and Business, Universitas Sebelas Maret, Surakarta, Indonesia
