Overcoming Barriers to Digital Marketing in the Automotive Electronics Industry Through Ambidexterity Design Guidelines

Uli Schneider ()
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Uli Schneider: Infineon Technologies AG

A chapter in Digital Marketing in the Automotive Electronics Industry, 2023, pp 43-61 from Springer

Abstract: Abstract The success of digital marketing among business-to-customer companies is undisputed, and many of the leading companies in many industries such as fashion and retail have not only embraced digital marketing, but are using it as a competitive advantage. In contrast, digital marketing in the business-to-business sector seems to still be in its infancy, even after several years. The characteristics of digital marketing in B2B industries have been researched for several years but still lack comprehensive guidelines for a successful implementation. Therefore, in this chapter, the authors present design guidelines for the successful implementation of digital marketing in the semiconductor industry. To this end, they describe a framework in the context of the B2B industry in terms of nine internal and external factors. Based on these nine factors which are translated to the automotive semiconductor industry, the authors derive digital marketing implementation barriers and a set of insights from which they formulate the six design guidelines based on exploration and exploitation capabilities.

Keywords: Digital customer engagement; Digital marketing barriers; Ambidexterity; Exploration; Exploitation; Automotive industry; B2B digital marketing (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-031-30720-1_4

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DOI: 10.1007/978-3-031-30720-1_4

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