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

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

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

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

資訊管理學系

研究成果: 雜誌貢獻 › 會議論文 › 同行評審

1 引文斯高帕斯（Scopus）

摘要

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.

原文	???core.languages.en_GB???
頁（從 - 到）	74-84
頁數	11
期刊	Proceedings of the International Conference on Electronic Business (ICEB)
出版狀態	已出版 - 2009
事件	9th International Conference on Electronic Business, ICEB 2009 - Macau, China 持續時間: 30 11月 2009 → 4 12月 2009

引用此

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AU - Wang, Eric T.G.

AU - Hu, Han Fen

AU - Hu, Paul Jen Hwa

N1 - Funding Information: This study was funded by the National Science Council (Taiwan) , under the Grants NSC94-2416-H-008-001 and NSC98-2752-H-002-003-PAE .

PY - 2009

Y1 - 2009

N2 - 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.

AB - 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.

KW - Dynamic capabilities

KW - Dynamic marketing capabilities

KW - IT infrastructure

KW - IT support for CRM

KW - Market orientation

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AN - SCOPUS:84873553223

SN - 1683-0040

SP - 74

EP - 84

JO - Proceedings of the International Conference on Electronic Business (ICEB)

JF - Proceedings of the International Conference on Electronic Business (ICEB)

Y2 - 30 November 2009 through 4 December 2009

ER -

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

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