Emerging markets have created significant opportunities and challenges for businesses. Firms operating in these markets are required to enhance their capabilities in order to survive in this challenging market environment. In this environment, the more lasting advantage is an ability of the firm to predict such deviations and to create responsive actions which involve tactical capabilities that suitable for a turbulent environment. Hence, this paper aims to develop a better understanding of how to extend theory regarding how dynamic capabilities and marketing capabilities support the firm to stay market-oriented overtime in the emerging markets. The authors review key studies in the fields to understand theoretical backgrounds and discuss previous studies to examine the associations between market orientation, dynamic capabilities, and marketing. Existing literatures suggested that to create market-oriented organization in the rapid changing environment, firms are required to develop dynamic capabilities and marketing capabilities align with their market oriented strategy.