The Role of Marketing-Enabled Data Analytics Capability and Organizational Agility for Innovation : Empirical Evidence from German Firms

Creators: Shuradze, Giorgi and Bogodistov, Yevgen and Wagner, Heinz-Theo
Title: The Role of Marketing-Enabled Data Analytics Capability and Organizational Agility for Innovation : Empirical Evidence from German Firms
Item Type: Article
Projects: CROSS
Journal or Publication Title: International Journal of Innovation Management : IJIM
Date: 2018
Divisions: Informationsmanagement
Abstract: Recent shifts in technology have created a data-rich environment and made it necessary for firms to develop new capabilities to cope with these changes. To address this challenge, this study introduces marketing-enabled data analytics capability, a specific type of information technology (IT) capability that enables firms to better understand customer needs and achieve a competitive advantage in the digital era. Using empirical results collected via online survey, we argue that marketing-enabled data analytics capability, which comprises data analytics infrastructure, marketing-oriented analytics expertise, and IT–marketing social capital, positively influences a firm’s organisational agility and innovation success. Moreover, the results show that organisational agility partially mediates the relationship between marketing-enabled data analytics capability and innovation success. By developing the construct of marketing-enabled data analytics capability, this paper lays a foundation for future research on this new type of IT capability, which is critical in the digitization process.
Citation:

Shuradze, Giorgi and Bogodistov, Yevgen and Wagner, Heinz-Theo (2018) The Role of Marketing-Enabled Data Analytics Capability and Organizational Agility for Innovation : Empirical Evidence from German Firms. International Journal of Innovation Management : IJIM, 22 (4). ISSN 1363-9196

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