Integrating information technology and marketing: An examination of the drivers and outcomes of e-Marketing capability |
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Authors: | Kevin J. Trainor Lauren Skinner Beitelspacher Niels Schillewaert |
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Affiliation: | a Canisius College, Richard J. Wehle School of Business, Department of Management and Marketing, 2001 Main Street, Buffalo, NY 14208-1098, United Statesb Clemson University, College of Business and Behavioral Science, Department of Marketing, 245 Sirrine Hall, Clemson, SC 29634-1325, United Statesc University of Alabama at Birmingham, School of Business, Department of Marketing, Industrial Distribution and Economics, 1150 10th Avenue South, Birmingham, AL 35294, United Statesd Vlerick School of Management Reep 1, BE-9000 Ghent Belgium |
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Abstract: | This research examines the performance implications of integrating information technology with marketing capabilities and other firm-level resources. Specifically, this study introduces and empirically tests a model that conceptualizes e-Marketing as the integration of complementary technology, business and human resources that, when combined, positively influence firm performance. The results from a survey of 522 Belgian firms highlight the importance of how market and technology orientation leads to e-Marketing capability and that this capability is shown to positively influence firm performance by improving customer retention and satisfaction. The results suggest that researchers and practitioners should pay special attention to the complementary resources that are needed to successfully implement IT-enabled marketing initiatives and that an emphasis on the technology alone may not be sufficient. |
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Keywords: | e-Marketing Marketing capabilities Customer linking Market orientation Information technology |
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