The Role of Marketing Communication and Dynamic Capabilities in Startup Growth: A Strategic Model for Business Model Evolution in Emerging Economies

Abstract

Purpose: The purpose of this research is to explore the intersection between marketing communication and dynamic capabilities in shaping startup growth within emerging economies, where institutional voids, volatile markets, and resource scarcity demand adaptive strategies. Research design, data, and methodology: The study adopts a qualitative multi-case research design to investigate startups operating in resource-constrained contexts. Data were gathered from ten startups across Indonesia, Nigeria, and India through semi-structured interviews and the analysis of relevant documents. This approach provides a rich empirical basis for comparing how communication practices are integrated with dynamic capabilities and how these interactions shape business model adaptation. Results: The results indicate that startups that strategically align communication practices—through message design, media choice, and stakeholder engagement—with the dynamic capabilities of sensing, seizing, and transforming are more effective in innovating, adapting, and maintaining customer orientation. This alignment strengthens their ability to adjust business models in uncertain and resource-constrained environments. Conclusions: The study concludes that marketing communication serves as a vital driver of dynamic capabilities, enabling startups in emerging economies to adapt, innovate, and scale. These insights provide practical guidance for entrepreneurs navigating resource-constrained environments and contribute conceptually to advancing scholarship in strategic management and communication.