Digital technology and marketing management capability: achieving growth in SMEs

Digital technology and marketing management capability: achieving growth in SMEs PurposeThe purpose of this study is to evaluate the relationships between digital technology, tangible/intangible assets and marketing capabilities to gain more insight into the factors related to small- and medium-sized enterprises’ (SMEs’) growth in the UK. Based on the resource-advantage theory, this research addresses the question “to what extent does digital technology influence marketing capability which leads to companies’ growth?”Design/methodology/approachData were gathered through 21 in-depth interviews with managers from different multinational organizations and six focus groups with employees.FindingsThe study identifies the two key components of digital technology as information quality and service convenience. In addition, the relationships between digital technology, tangible/intangible assets and marketing capabilities perform the significant role of facilitator of a company’s growth.Research limitations/implicationsThe focus on UK SMEs limits the generalizability of the results. Further studies should be conducted in other sectors and country settings to examine the associations identified in the current study.Originality/valueThis study identifies the main impacts of digital technology on intellectual/physical assets. While managers and employees have specified that marketing capability is significant for organizations, there are a few other areas of concern with regard to consequences related to a company’s growth, competence and core competence, particularly in an SME’s setting. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Qualitative Market Research: An International Journal Emerald Publishing

Digital technology and marketing management capability: achieving growth in SMEs

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1352-2752
DOI
10.1108/QMR-01-2017-0014
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this study is to evaluate the relationships between digital technology, tangible/intangible assets and marketing capabilities to gain more insight into the factors related to small- and medium-sized enterprises’ (SMEs’) growth in the UK. Based on the resource-advantage theory, this research addresses the question “to what extent does digital technology influence marketing capability which leads to companies’ growth?”Design/methodology/approachData were gathered through 21 in-depth interviews with managers from different multinational organizations and six focus groups with employees.FindingsThe study identifies the two key components of digital technology as information quality and service convenience. In addition, the relationships between digital technology, tangible/intangible assets and marketing capabilities perform the significant role of facilitator of a company’s growth.Research limitations/implicationsThe focus on UK SMEs limits the generalizability of the results. Further studies should be conducted in other sectors and country settings to examine the associations identified in the current study.Originality/valueThis study identifies the main impacts of digital technology on intellectual/physical assets. While managers and employees have specified that marketing capability is significant for organizations, there are a few other areas of concern with regard to consequences related to a company’s growth, competence and core competence, particularly in an SME’s setting.

Journal

Qualitative Market Research: An International JournalEmerald Publishing

Published: Apr 10, 2017

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