Effect of Internet of Things on Marketing Intelligence and Business Strategy: An Organizational Capability Perspective

Innovative developments in Internet of Things (IoT) have invoked tremendous attention from both academics and industries. Studies suggest that IoT not only serves as an innovative tool for enterprise operations but also triggers impacts on business performance. As researchers increasingly raise issues about the value IoT, this study examines its direct indirect managerial effects by investigating link between strategy. Referring to organizational capability perspective, constructed a research framework which marketing intelligence mediates effect strategy formation. An empirical survey was performed analysis data conducted test hypotheses. The results confirmed mediating role Discussions with implications are then elaborated.