Data-driven innovation capability of marketing: an exploratory study of its components and underlying processes

Ludivine Ravat (), Aurélie Hemonnet-Goujot () and Sandrine Hollet-Haudebert ()
Additional contact information
Ludivine Ravat: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon, AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université
Aurélie Hemonnet-Goujot: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon, AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université
Sandrine Hollet-Haudebert: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon

Post-Print from HAL

Abstract: The expanding digitalization of the innovation activity is of major concern for B2B industries. While management research is paying increased attention to this new data-driven innovation paradigm for firm specified operational purposes, little research has explained the phenomenon from the marketing organizational perspective. Given the essential role played by B2B marketing department in new products and services development, one may wonder how it can strategically shift its innovation capability to become data-centric. This study is aimed at describing how to build a data-driven innovation capability for B2B marketing organizations, by identifying its components and underlying processes. Based on 10 semi-structured interviews of B2B marketing directors, consultants, sales managers and CEO, the analysis sheds light to a market-oriented and dynamic capability, through the identification of a threestep construction process and four continued renewal capabilities reconfigurations.

Keywords: Strategic marketing; B2B marketing; digital marketing capabilities; data-driven innovation; process-oriented (search for similar items in EconPapers)
Date: 2023-01-19
New Economics Papers: this item is included in nep-cse and nep-sbm
Note: View the original document on HAL open archive server: https://hal.science/hal-04151199v1
References: View references in EconPapers View complete reference list from CitEc
Citations:

Published in Industrial Marketing Management Summit, Bamberg University, Jan 2023, Bamberg, Germany

Downloads: (external link)
https://hal.science/hal-04151199v1/document (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04151199

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().