Marketing Strategy: The Role of Information Technology-Enabled Capabilities….

Marketing Strategy: The Role of Information Technology-Enabled Capabilities….

Sreedhar Madhavaram (Cleveland State University, USA) and Radha Appan (Cleveland State University, USA)
DOI: 10.4018/978-1-59140-908-3.ch008
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Because of (1) the boundary-spanning nature of the marketing function, and (2) marketing’s evolution toward a dynamic, evolutionary process, and service-centered view, marketing strategy has come to be a core element of the firm’s business strategy. That is, in an information-intensive, competitive marketplace, marketing strategy is responsible for ensuring that all aspects of a firm’s marketing activities are focused on delivering superior value to customer. Further, recognizing information/knowledge and information technology (IT) as potential sources of competitive advantage, this chapter explores various IT-enabled capabilities that influence the firm’s marketing strategy. In doing so, specific IT-enabled capabilities that correspond to Market Orientation Strategy, Relationship Marketing Strategy, Market Segmentation Strategy, and Brand Equity Strategy are presented and discussed. Finally, this chapter concludes with a call for strategically oriented research for exploring, conceptualizing, developing, and measuring IT-enabled capabilities that influence marketing strategy.

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Table of Contents
Bruce Walters, Zaiyong Tang
Chapter 1
Zaiyong Tang, Bruce Walters
The authors trace historical developments in the fields of information technology (IT) and strategic management. IT’s evolution from the mainframe... Sample PDF
The Interplay of Strategic Management and Information Technology
Chapter 2
Paul L. Drnevich, Jungpil Hahn, Mark Shanley
This chapter explores theoretical conceptualizations of IT beyond current common resource-based perspectives, in the hopes that MIS research may... Sample PDF
Toward a Strategic Perspective of Information Technology
Chapter 3
Brian H. Cameron
Information Technology Portfolio Management (ITPM) is a topic of intense interest in the strategic management of IT. In ITPM, IT synchronization... Sample PDF
IT Portfolio Management: Implementing and Maintaining IT Strategic Alignment
Chapter 4
Miguel Perez-Valls, José Manuel Ortega-Egea, José Antonio Plaza-Úbeda
This chapter offers a theoretical investigation of the relationships between new IT and the implementation of emerging organizational designs. It... Sample PDF
Relationship Between New Information Technologies and Flexible Organizational Forms
Chapter 5
Paul L. Drnevich
The rapid evolution of IT has enabled new organizational capabilities to manage knowledge and information. Given this evolution, IT systems for... Sample PDF
IT-Enabled Strategy: Implications for Firm Performance?
Chapter 6
Dev K. Dutta
This chapter examines to what extent the implementation of Software Engineering Institute’s Capability Maturity Model (CMM) of software process... Sample PDF
Becoming a Learning Organization in the Software Industry: Is CMM the Silver Bullet?
Chapter 7
Les Singletary, Minh Q. Huynh
Integration has been the dominant technical strategy of Information Technology (IT). Computers were introduced for business use and have evolved... Sample PDF
ERP as an Integration Strategy: Issues, Challenges, Benefits, and Risks
Chapter 8
Sreedhar Madhavaram, Radha Appan
Because of (1) the boundary-spanning nature of the marketing function, and (2) marketing’s evolution toward a dynamic, evolutionary process, and... Sample PDF
Marketing Strategy: The Role of Information Technology-Enabled Capabilities….
Chapter 9
Tong-Seng Quah, Chye-Huang Leow
In a highly competitive business environment, every organization is trying to achieve more using fewer resources. This is particularly true in this... Sample PDF
Linking Businesses for Competitive Advantage; A Mobile Agent-Based Approach
Chapter 10
Yuan-Yuan Jiao, Jun Du, Jianxin (Roger) Jiao
System-to-system integration is an essential aspect of Business-to-Business (B2B) organizations. This chapter proposes a common infrastructure model... Sample PDF
Applying Directory Services to Enhance Identification, Authentication, and Authorization for B2B Applications
Chapter 11
Sören W. Scholz, Ralf Wagner
Environmental scanning (ES) improves managerial decisions by linking the business environment with the organization’s internal capabilities. This... Sample PDF
Autonomous Environmental Scanning on the World Wide Web
Chapter 12
Luke Ho, Anthony S. Atkins
This chapter provides both practitioner and academic insights into outsourcing. It begins with a review of the literature and practice of... Sample PDF
IT Outsourcing: Impacts and Challenges
Chapter 13
Jari Salo
Companies engage in many business relationships; however, the number is decreasing constantly, so existing relationships are increasingly valuable.... Sample PDF
IT-Enabled Integration of Business Relationships in the Steel Industry Context
Chapter 14
Elias G. Carayannis, Christopher Ziemnowicz
Globalization can be viewed as a process of increased freedom and capacity of individuals and firms to conduct economic activities with residents of... Sample PDF
Information and Communication Technology-Enabled Economic Growth and Convergence: Examples from EU's Central and Southeastern European Members
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