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

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

Journal of Business Research, 2022, vol. 141, issue C, 589-599

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.

Keywords: Marketing Analytics; Market Agility; Inter-departmental Coordination; Success Traps; Market Turbulence (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:141:y:2022:i:c:p:589-599

DOI: 10.1016/j.jbusres.2021.11.061

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