| 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 or issue of a publication series |
| Projects: |
IDI |
| Journal or Series Title: |
International Journal of Innovation Management : IJIM |
| Date: |
2018 |
| Divisions: |
Informationsmanagement |
| Abstract (ENG): |
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. |
| Forthcoming: |
No |
| Language: |
English |
| 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
|
