Capacidades dinâmicas e vantagem competitiva em ambientes de mudanças constantes, à luz da análise do filme 'Recém‐chegada'

This article aimed as its main objective to investigate, by means of an observational study, the concept of dynamic capabilities in an environment of constant change. Therefore, it was proposed to analyze the commercial film/artistic 'New in Town' (2009), directed by Jonas Elmer. The criteria for choosing for the use of this film were determined by theoretical propositions, involving the constructs dynamic capabilities and competitive advantage in changing environments. In addition to the constructs his own film analysis in the teaching‐learning and research process administration can generate their contribution to academy and the scientific community, since the perception of aspects generated by the organizations evidenced by the theories presented and highlighted the throughout the film, points to the need to observe the meaning of the following affirmations: dynamic capabilities developed by the subsidiary of an organization can return to learning for the matrix and contribute to future actions; the quest of the resources people need to be faced with their own people and for the people; there needs to be alignment of skills and organizational strategies; adaptive responses and its dependence on the capability to identify and predict future scenarios can be found; it is possible make use of the win‐win strategy for, from the identification of an individual competence to conduct whole organizational team to contribute to the collective use of that competence and generate competitive advantage for an entire organization.