|Title||ROLE OF DYNAMIC CAPABILITIES IN ACTIVITY MAPPING SYSTEM OF AN ORGANIZATION|
Meryem Altaf , Mahwish W. Khan & Dr Sarwar M Azhar
Imperial College of Business Studies, Lahore, Pakistan
Drawing upon a diversity of research areas such as research and development, human resource, product development, organization learning the theory of dynamic capability refers to source that company use in situation of rapid change in environment. Dynamic capabilities scrutinize how firms integrate, build, and reconfigure their competencies into new competencies that match their turbulent environment. To achieve competitive advantage firms look for the strategy that leverage the existing activity system by offering features that their rival would find impossible to match in changing environment. In this respect, this conceptual paper is to develop a logical link between firm’s dynamic capabilities and activity mapping system. For this purpose two organization i.e ZARA and Southwest airline are taken to identify the role of dynamic capabilities in activity mapping system of an organization. It is then followed by proposed model elaborating to identify the role of dynamic capability within an organization and how it is linked with activity system which further leads to competitive advantage.