Summary of the article "Integrating information technology and marketing: an examination of the drivers and outcomes of emarketing capability"
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Digital Marketing
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Vrije Universiteit Amsterdam (VU)
This is a summary of the article "Integrating information technology and marketing: an examination of the drivers and outcomes of emarketing capability" of Trainor, Rapp, Skinner Beitelspacher and Schillewaert (2011)
integrating information technology and marketing an examination of the drivers and outcomes of emarketing capability
integrating information technology and marketing
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Vrije Universiteit Amsterdam (VU)
Msc. Marketing
Digital Marketing
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Integrating information technology and mareeting
Trainor et al. (2011)
Conceptual model and hypotheses
e-Mareeting capability: a firm's corpetence in u'sings the Inteinet and othei infoiraion
technologsie's to facilitate iich inteiacion's ith cu'storei's (dynaric capability).
The'se inteiacion's piovide cu'storei's ith acce's's to fir ie'souice's and infoiraion hile piovidings
the fir infoiraion about it's cu'storei's.
e-Maikeings ha's the potenial to cieate value in t o ay's:
Piovidings a clo'se connecion to a corpanym's bu'sine's's pioce's'se's, e-Maikeings piovide's
cu'storei's ith diiect acce's's to fir ie'souice's;
Enablings erployee's to irpiove theii focu's on the cu'storei by 'synchionizings aciviie's and
infoiraion thiougshout the oigsanizaion. Valuable, out'side-in infoiraion can be integsiated
ith othei cu'storei iecoid's to irpiove oveiall 'sale's pioducivity and oigsanizaional
efciency.
e-Maikeings capability can be conceptualized a's a rulidiren'sional con'stiuct corpii'sed of thiee
ciiical and corplerentaiy ie'souice's:
IT resources: the deployrent of technologsy infia'stiuctuie 'suppoiings e-Maikeings iniiaive's.
The'se ie'souice's iepie'sent a firm's irplerentaion and u'sagse of a 'specifc 'set of e-Maikeings
technologsie's that can facilitate iich dialogs's and inteiacion's ith cu'storei's ( eb'site's that
offei 'sale's tian'sacion's, intianet's, e tianet's, RMM 'sy'ster's);
Human resources: ranagseiial 'suppoit foi technologsical iniiaive's and an oigsanizaional
cultuie that erbiace's the'se iniiaive's. The'se ie'souice's play an irpoitant iole in the ability
to gseneiate value fior IT irplerentaion (erployee's, cultuie);
Business resources: the e tent to hich the technologsy i's integsiated thiougshout the
oigsanizaion. Managserentm's plan to integsiate a ne capability into the oveiall bu'sine's's
pioce's's of a fir.
Mareet orientation: a firm's capability to 'sen'se and ie'spond to cu'storei ieuuiierent's.
A's a ie'souice, raiket oiientaion i's a deeply erbedded oigsanizaional cultuie hich po'siively
influence's the developrent of raikeings capabiliie's. Theiefoie, raiket oiientaion i's vie ed a's a
ciiical antecedent to the developrent of e-Maikeings capability.
Innovaion i's the intioducion of ne pioce's'se's, pioduct's oi idea's in the oigsanizaion. Developings e-
Maikeings capabiliie's ithin an oigsanizaion i's a foir of oigsanizaional innovaion. Innovaion i's
often 'seen a's a con'seuuence of raiket oiientaion.
Hypothesis 1: raiket oiientaion i's po'siively ielated to e-Maikeings capability.
Technology orientation: a firm's capability in iecogsnizings and adapings to ereigsings technologsie's.
The irplerentaion of ne technologsie's ithin the fir i's a key corponent of oui conceptualizaion
of e-Maikeings capability. Ru'storei-linkings i's a “technologsy-ba'sed” innovaion becau'se the adopion
of ne technologsie's i's ciiical to e'stabli'shings e-Maikeings capability.
Hypothesis 2: technologsy oiientaion i's po'siively ielated to e-Maikeings capability.
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