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Data-driven innovation capability of marketing for B2B firms: definition and construction process

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  • Ludivine Ravat

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon, AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université)

  • Aurélie Hemonnet-Goujot

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon, AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université)

  • Sandrine Hollet-Haudebert

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

Abstract

Big data knowledge-driven offerings are changing innovation practices for marketing organizations. Although B2C companies are coping with this digitalized-centered innovation reality, it remains a major concern for B2B industries, and, to date, little research studied digital marketing capabilities for innovation purpose. This study explores the concept of data-driven innovation capability within the marketing perspective. We conducted a systematic literature review of 40 scientific papers followed by qualitative research of 10 one-to-one interviews of C-level executives and managers. The analysis provides a first theoretical marketing anchoring definition of data-driven innovation capability and highlights a three-step construction process capability, market-oriented and fueled by dynamic process re-engineering.

Suggested Citation

  • Ludivine Ravat & Aurélie Hemonnet-Goujot & Sandrine Hollet-Haudebert, 2023. "Data-driven innovation capability of marketing for B2B firms: definition and construction process," Post-Print hal-04151228, HAL.
    • Handle: RePEc:hal:journl:hal-04151228
    Note: View the original document on HAL open archive server: https://hal.science/hal-04151228
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    References listed on IDEAS

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    Keywords

    Big Data; data-driven innovation capability; digital marketing capabilities; B2B marketing; marketing strategy;
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