Examining the role of information technology in cultivating firms' dynamic marketing capabilities

Eric T.G. Wang, Han Fen Hu, Paul Jen Hwa Hu

Research output: Contribution to journalArticlepeer-review

69 Scopus citations

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.

Original languageEnglish
Pages (from-to)336-343
Number of pages8
JournalInformation and Management
Volume50
Issue number6
DOIs
StatePublished - 2013

Keywords

  • Dynamic capabilities
  • Dynamic marketing capabilities
  • IT infrastructure
  • IT support for CRM
  • Market orientation

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