Business, Management and Accounting
3 years ago

Firms' IT capabilities revolutionize customer relationships, boosting market competitiveness.

Examining the role of information technology in cultivating firms' dynamic marketing capabilities
Eric T.G. Wang, Han Fen Hu, Paul Jen Hwa Hu

Paper Summary

The article explores how using information technology (IT) can help companies improve their marketing strategies. By studying 135 firms in Taiwan, the researchers found that having a strong focus on the market, using IT for customer relationships, and having good IT infrastructure all play a big role in boosting a company's marketing abilities.

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