ABSTRACT
This chapter explores the influence of human resources (HR) practices that foment top managers’ internal and external social relations on marketing innovation, contemplating the mediating role of sensing dynamic capability. Strategic renewal involves the refreshment or replacement of attributes of an organization that have the potential to affect its long-term expectations. The dynamism of the environment causes the resources and capabilities that provide value to become obsolete, which means that competitive advantages can be transitory. The important role played by managers in the framework of dynamic capabilities is revealed. Specifically, companies can use a set of HR practices to systematically develop and manage the social relationships of the top management team. The dynamic sensing capability, as an indicative element of orientation towards the exterior, will make it possible for companies to identify the changing conditions and adjust to these changes by transforming their available resources. Technological advances have drastically modified the way services companies distribute their products.
