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Firm performance and marketing analytics in the Chinese context: A contingency model

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  • Liang, Xiaoning
  • Li, Guoxin
  • Zhang, Hao
  • Nolan, Eimear
  • Chen, Fadong

Abstract

Despite the growing prevalence of marketing analytics, concerns exist regarding how to realize the full potential of business analytics initiatives. This study explores how and under what conditions a firm’s deployment of marketing analytics can influence its business performance. Analyzing survey data collected from 238 Chinese firms, this study confirms that marketing analytics positively influences a firm’s market agility, leading to increased firm performance. Moreover, inter-departmental coordination and market turbulence are found to strengthen the positive effect of marketing analytics on market agility, while success traps hinder such effect. The findings suggest that firms need to align their marketing analytical activities with their internal practices and external market environment.

Suggested Citation

  • Liang, Xiaoning & Li, Guoxin & Zhang, Hao & Nolan, Eimear & Chen, Fadong, 2022. "Firm performance and marketing analytics in the Chinese context: A contingency model," Journal of Business Research, Elsevier, vol. 141(C), pages 589-599.
    • Handle: RePEc:eee:jbrese:v:141:y:2022:i:c:p:589-599
    DOI: 10.1016/j.jbusres.2021.11.061
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