THE ROLE OF MARKETING-ENABLED DATA ANALYTICS CAPABILITY AND ORGANISATIONAL AGILITY FOR INNOVATION: EMPIRICAL EVIDENCE FROM GERMAN FIRMS

Recent shifts in technology have created a data-rich environment and made it necessary for firms to develop new capabilities to cope with these changes. To address this challenge, this study introduces marketing-enabled data analytics capability, a specific type of information technology (IT) capability that enables firms to better understand customer needs and achieve a competitive advantage in the digital era. Using empirical results collected via online survey, we argue that marketing-enabled data analytics capability, which comprises data analytics infrastructure, marketing-oriented analytics expertise, and IT-marketing social capital, positively influences a firm's organisational agility and innovation success. Moreover, the results show that organisational agility partially mediates the relationship between marketing-enabled data analytics capability and innovation success. By developing the construct of marketing-enabled data analytics capability, this paper lays a foundation for future research on this new type of IT capability, which is critical in the digitization process.