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The Role Of Marketing-Enabled Data Analytics Capability And Organisational Agility For Innovation: Empirical Evidence From German Firms

Author

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  • GIORGI SHURADZE

    (European University Viadrina, Frankfurt (oder), Germany)

  • YEVGEN BOGODISTOV

    (#x2020;Frankfurt School of Finance & Management, Frankfurt, Germany)

  • HEINZ-THEO WAGNER

    (#x2021;German Graduate School of Management & Law (GGS), Heilbronn, Germany)

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.

Suggested Citation

  • Giorgi Shuradze & Yevgen Bogodistov & Heinz-Theo Wagner, 2018. "The Role Of Marketing-Enabled Data Analytics Capability And Organisational Agility For Innovation: Empirical Evidence From German Firms," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 22(04), pages 1-32, May.
    • Handle: RePEc:wsi:ijimxx:v:22:y:2018:i:04:n:s1363919618500378
    DOI: 10.1142/S1363919618500378
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    2. Adilson Carlos Yoshikuni & Rajeev Dwivedi & Ronaldo Gomes Dultra-de-Lima & Claudio Parisi & José Carlos Tiomatsu Oyadomari, 2023. "Role of Emerging Technologies in Accounting Information Systems for Achieving Strategic Flexibility through Decision-Making Performance: An Exploratory Study Based on North American and South American," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 24(2), pages 199-218, June.
    3. Meier, Andre & Kock, Alexander, 2021. "Characteristics, Antecedents, and Consequences of Agile R&D Units' Organization - A Conceptual Framework," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 130791, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).

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