THE ROLE OF MARKETING-ENABLED DATA ANALYTICS CAPABILITY AND ORGANISATIONAL AGILITY FOR INNOVATION: EMPIRICAL EVIDENCE FROM GERMAN FIRMS

Giorgi Shuradze (), Yevgen Bogodistov and Heinz-Theo Wagner
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Giorgi Shuradze: European University Viadrina, Frankfurt (oder), Germany
Heinz-Theo Wagner: #x2021;German Graduate School of Management & Law (GGS), Heilbronn, Germany

International Journal of Innovation Management (ijim), 2018, vol. 22, issue 04, 1-32

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.

Keywords: Data analytics; capability; agility; innovation; big data; survey (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (3)

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DOI: 10.1142/S1363919618500378

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