TECHNO-RESONANCE INNOVATION CAPABILITY FOR ENHANCING MARKETING PERFORMANCE: A PERSPECTIVE OF RA-THEORY
نویسندگان
چکیده
منابع مشابه
Marketing Innovation and Brand Performance of Superior Pharmaceutical Companies in 2017: A Descriptive Study
Background and Objectives: Lack of attention to marketing innovation for achieving competitive advantage leads to pharmaceutical brands performance decline. In this regard, the purpose of the present research was to determine the relationship between marketing innovation and market performance of pharmaceutical brands. Materials and Methods: In this descriptive study, statistical population in...
متن کاملEffect of Customer Relationship Management Technology on Organization Performance: A Dynamic Marketing Capability Theory
This study, based on the traditional 4P framework, proposed a construct, dynamic marketing capability, which reflects the extent to which a firm can dynamically adjust its marketing activities and resources in response to changing environments. The construct is hypothesized to mediate the effect of a firm’s information technology (IT) support for CRM on firm performance. With a survey of the 50...
متن کاملIt-Enabled Business Innovation: Does CIO Capability Matter? A Perspective from Institutional Entrepreneurship Theory
Today IT has evolved from a mere efficiency tool to enabling business innovation and providing strategic value. As the highest level IT leader in organizations, CIO should be largely responsible for the success of IT-enabled business innovation. CIO must possess necessary skills, knowledge, and abilities to lead IT staff, business partners, and even high-level executives in IT-enabled business ...
متن کاملIT And Collaboration In Service Innovation: A Dynamic Capability Perspective
In today’s networked service economy, it becomes essential for service firms to continuously innovate their service offering to remain competitive in constantly changing market conditions. Many successful firms collaborate with external partners and utilize contemporary information technology (IT) support to integrate dispersed service innovation capacity and knowledge. In this paper, we develo...
متن کاملBusiness Virtualization Influences Marketing Innovation: A Theoretical Perspective
The rise of Internet brings business to another competitive realm, or operation in conventional, physical marketplace heading for modern, virtual marketspace. Business managers often speculate on the business needs innovative form of operation under intensive change of environment. The alignment and transformation of the organizational structure should be actively reflected while a business has...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
ژورنال
عنوان ژورنال: Business: Theory and Practice
سال: 2020
ISSN: 1648-0627,1822-4202
DOI: 10.3846/btp.2020.12117