Examining the role of information technology in cultivating firms’ dynamic marketing capabilities |
| |
| Authors: | Eric T.G. Wang Han-fen Hu Paul Jen-Hwa Hu |
| |
| Affiliation: | 1. Department of Information Management, School of Management, National Central University, Taiwan;2. Department of Management, Entrepreneurship and Technology, Lee Business Scholl, University of Nevada, Las Vegas, USA;3. Department of Operations and Information Systems, David Eccles School of Business, University of Utah, USA |
| |
| Abstract: | Most prior research has investigated an organization's dynamic capabilities in general and overlooked their effect on critical business functions. Our study considered the role of IT in improving firm's dynamic marketing capabilities. We developed a model consisting of market orientation, IT infrastructure capabilities, and the use of IT in customer relationship management (CRM). With data collected from 135 manufacturing and service firms in Taiwan, our results supported most of our hypotheses. Our results showed important direct effects of a firm's market orientation, use of IT to support CRM, and the functionality of IT infrastructure capabilities on its dynamic marketing capabilities. |
| |
| Keywords: | Dynamic marketing capabilities Dynamic capabilities Market orientation IT support for CRM IT infrastructure |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
