Data-driven innovation capability of marketing for B2B firms: definition and construction process

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: Big data knowledge-driven offerings are changing innovation practices for marketing organizations. Although B2C companies are coping with this digitalized-centered innovation reality, it remains a major concern for B2B industries, and, to date, little research studied digital marketing capabilities for innovation purpose. This study explores the concept of data-driven innovation capability within the marketing perspective. We conducted a systematic literature review of 40 scientific papers followed by qualitative research of 10 one-to-one interviews of C-level executives and managers. The analysis provides a first theoretical marketing anchoring definition of data-driven innovation capability and highlights a three-step construction process capability, market-oriented and fueled by dynamic process re-engineering.

Keywords: Big Data; data-driven innovation capability; digital marketing capabilities; B2B marketing; marketing strategy (search for similar items in EconPapers)
Date: 2023-06-21
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-04151228v1
References: View references in EconPapers View complete reference list from CitEc
Citations:

Published in Academy of Innovation, Entrepreneurship, and Knowledge, ACIEK, ESIC, Jun 2023, Madrid, Spain

Downloads: (external link)
https://hal.science/hal-04151228v1/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-04151228

Access Statistics for this paper

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