Abstract
Dynamic capabilities enable firms to reconfigure limited resources or relative strengths to respond to rapid changes in market conditions. This study considers the central role of IT in creating and enhancing dynamic capabilities by analyzing the essential determinants of dynamic marketing capabilities and proposing a model that includes market orientation, IT infrastructure capabilities, and use of IT to support CRM. Tests using a large-scale survey support the model and most of its hypotheses. The results reveal significant effects of a firm's market orientation and use of IT to support CRM and the functionality of IT infrastructure capabilities on dynamic marketing capabilities.
| Original language | English |
|---|---|
| Pages (from-to) | 74-84 |
| Number of pages | 11 |
| Journal | Proceedings of the International Conference on Electronic Business (ICEB) |
| State | Published - 2009 |
| Event | 9th International Conference on Electronic Business, ICEB 2009 - Macau, China Duration: 30 Nov 2009 → 4 Dec 2009 |
Keywords
- Dynamic capabilities
- Dynamic marketing capabilities
- IT infrastructure
- IT support for CRM
- Market orientation