Journal
INFORMATION & MANAGEMENT
Volume 50, Issue 6, Pages 336-343Publisher
ELSEVIER
DOI: 10.1016/j.im.2013.04.007
Keywords
Dynamic marketing capabilities; Dynamic capabilities; Market orientation; IT support for CRM; IT infrastructure
Funding
- National Science Council (Taiwan) [NSC94-2416-H-008-001, NSC98-2752-H-002-003-PAE]
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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. (c) 2013 Published by Elsevier B.V.
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