Taxonomy of complementary marketing capabilities configurations in smes 
Our research focuses on the influence of the internal and external context on the way SMEs orchestrate three highly complementary marketing capabilities: market and demand research capabilities, marketing strategy formulation capabilities, and value proposition management capabilities. Our inductive classification approach allowed us (i) to observe three marketing configuration profiles (static, dynamic-agile and dynamic-proactive), and (ii) to demonstrate that the organizational alignment of marketing capabilities depends on two specific factors: the degree of uncertainty of the market environment and the level of annual turnover.