Abstract
The transformation of the rice value chain encourages competition based on quality, food safety, origin, packaging, and sustainability. However, differentiation without adaptability easily loses relevance, while unethical premiumization risks widening inequalities between producers and consumers. This article develops a conceptual framework for the role of dynamic marketing capabilities in creating sustainable rice differentiation and competitiveness while explicating their underlying ontological, epistemological, and axiological assumptions. The study adopts a conceptual paper approach through an integrative literature review and philosophical analysis of strategy, dynamic capabilities, food marketing, rice value chains, sustainability, and business ethics. The synthesis shows that market sensing, seizing, and reconfiguring form dynamic differentiation through the renewal of value propositions and supply chains. Ontologically, rice value is both material and relational; epistemologically, market knowledge must draw on plural, traceable, and revisable evidence; and axiologically, competitiveness must be guided by truthful claims, distributive justice, ecological sustainability, and food affordability. The article offers four propositions and an integrative framework that positions the philosophy of management science as a foundation for creating value that is trusted, economically viable, socially just, and environmentally responsible.