Examining the role of information technology in cultivating firms’ dynamic marketing capabilities
نویسندگان
چکیده
منابع مشابه
Examining the role of information technology in cultivating firms' dynamic marketing capabilities
Dynamic capabilities enable firms to reconfigure limited resources or relative strengths to respond to rapid changes in market conditions. This study considers the central role of IT in creating and enhancing dynamic capabilities by analyzing the essential determinants of dynamic marketing capabilities and proposing a model that includes market orientation, IT infrastructure capabilities, and u...
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ژورنال
عنوان ژورنال: Information & Management
سال: 2013
ISSN: 0378-7206
DOI: 10.1016/j.im.2013.04.007