Operationalization of marketing capabilities in the context of analytics technology adoption

Daniel, Peterson Silaban and Stanss, L. H. V. J. Lapian and Altje, L. Tumbel and Frederi, G. Worang and Imelda, W. J. Ogi (2023) Operationalization of marketing capabilities in the context of analytics technology adoption. Indonesian Marketing Journal, 3 (1): 4. pp. 34-49. ISSN 2776-6004

[thumbnail of 2776-6004_3_1_2023-4.pdf]
2776-6004_3_1_2023-4.pdf - Published Version

Download (310kB) | Preview


The advent of analytics has been considered as a revolution in how firms treat data. However, the implementation of this technology is still an issue for researchers and practitioners. Many business leaders still reluctant to adopt this technology since it is still unclear how analytics adds value on firms. There are limited studies that incorporate analytics and capabilities, particularly in Marketing. Moreover, there is also lack of empirical studies that cover the adaptive side of marketing capabilities. This study aims to close the gap by constructing a sound and holistic measurement of firms’ marketing capabilities (MCs) to measure the impact of analytics-related adoption.
Integrative literature review was carried out to synthesize previous MCs constructs. Then, analysis was conducted to develop a new construct of MCs measurement. The result of this study proposes a more detailed and comprehensive framework in understanding the impact of marketing analytics (MA) adoption on all dimensions of MCs, including adaptive side of MCs.

Item Type: Article
Uncontrolled Keywords: Marketing analytics, Static marketing capabilities, Dynamic marketing capabilities, Adaptive marketing capabilities
Subjects: Economics and Business > Domestic Commerce, Marketing, & Economics
Depositing User: Calistro Maria Correia
Date Deposited: 05 Dec 2023 08:36
Last Modified: 05 Dec 2023 08:36
URI: https://karya.brin.go.id/id/eprint/31240

Actions (login required)

View Item
View Item