Examining The Role of Information Technology in Cultivating Firms’ Dynamic Marketing Capabilities

Authors

Eric T.G Wang, Department of Information Management School of Management, National Central University, TaiwanFollow
Han-fen Hu, Department of Operations and Information Systems David Eccles School of Business, University of Utah, USAFollow
Paul J.H Hu, Department of Operations and Information Systems David Eccles School of Business, University of Utah, USAFollow

Document Type

Article

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.

Recommended Citation

Wang, Eric T.G; Hu, Han-fen; and Hu, Paul J.H, "Examining The Role of Information Technology in Cultivating Firms’ Dynamic Marketing Capabilities" (2009). ICEB 2009 Proceedings (Macau, SAR China). 7.
https://aisel.aisnet.org/iceb2009/7