Firm performance and marketing analytics in the Chinese context: A contingency model

被引：24

作者：

Liang, Xiaoning ^{[1
]}

Li, Guoxin ^{[2
]}

Zhang, Hao ^{[3
]}

Nolan, Eimear ^{[1
]}

Chen, Fadong ^{[4
,5
]}

机构：

[1] Univ Dublin, Trinity Coll Dublin, Trinity Business Sch, D02 H308, Dublin 2, Ireland

[2] Harbin Inst Technol, Sch Management, 13 Fayuan St, Harbin 150006, Peoples R China

[3] Northeastern Univ, Sch Business Adm, Dept Mkt, Shenyang, Peoples R China

[4] Zhejiang Univ, Sch Management, Hangzhou 310058, Peoples R China

[5] Zhejiang Univ, Neuromanagement Lab, Hangzhou 310058, Peoples R China

来源：

JOURNAL OF BUSINESS RESEARCH | 2022年 / 141卷

基金：

中国国家自然科学基金;

关键词：

Marketing Analytics; Market Agility; Inter-departmental Coordination; Success Traps; Market Turbulence; BIG DATA ANALYTICS; DYNAMIC CAPABILITIES; INTELLIGENCE; KNOWLEDGE; AMBIDEXTERITY; PERSISTENCE; MANAGEMENT; CREATION; AGILITY; SUCCESS;

D O I：

10.1016/j.jbusres.2021.11.061

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Despite the growing prevalence of marketing analytics, concerns exist regarding how to realize the full potential of business analytics initiatives. This study explores how and under what conditions a firm's deployment of marketing analytics can influence its business performance. Analyzing survey data collected from 238 Chinese firms, this study confirms that marketing analytics positively influences a firm's market agility, leading to increased firm performance. Moreover, inter-departmental coordination and market turbulence are found to strengthen the positive effect of marketing analytics on market agility, while success traps hinder such effect. The findings suggest that firms need to align their marketing analytical activities with their internal practices and external market environment.

引用

页码：589 / 599

页数：11

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