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The Impact of Business Sophistication on Marketing Knowledge

The Impact of Business Sophistication on Marketing Knowledge

Francisco Xavier Pedro, Ricardo Gouveia Rodrigues
Copyright: © 2022 |Pages: 34
ISBN13: 9781799891949|ISBN10: 1799891941|ISBN13 Softcover: 9781799891956|EISBN13: 9781799891963
DOI: 10.4018/978-1-7998-9194-9.ch007
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MLA

Pedro, Francisco Xavier, and Ricardo Gouveia Rodrigues. "The Impact of Business Sophistication on Marketing Knowledge." Disruptive Innovation and Emerging Technologies for Business Excellence in the Service Sector, edited by Vipin Nadda, et al., IGI Global, 2022, pp. 130-163. https://doi.org/10.4018/978-1-7998-9194-9.ch007

APA

Pedro, F. X. & Rodrigues, R. G. (2022). The Impact of Business Sophistication on Marketing Knowledge. In V. Nadda, P. Tyagi, M. Singh, & P. Tyagi (Eds.), Disruptive Innovation and Emerging Technologies for Business Excellence in the Service Sector (pp. 130-163). IGI Global. https://doi.org/10.4018/978-1-7998-9194-9.ch007

Chicago

Pedro, Francisco Xavier, and Ricardo Gouveia Rodrigues. "The Impact of Business Sophistication on Marketing Knowledge." In Disruptive Innovation and Emerging Technologies for Business Excellence in the Service Sector, edited by Vipin Nadda, et al., 130-163. Hershey, PA: IGI Global, 2022. https://doi.org/10.4018/978-1-7998-9194-9.ch007

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Abstract

This study aims to analyze the impact of business sophistication on marketing knowledge. The research combines bibliometric literature review, preferred reporting items for systematic and meta-analyses (PRISMA), and empirical approach to collect extensive sample data GII (Global Innovation Index) of 50 countries' business sophistication technologic input-output framework. Furthermore, the research uses multiple linear regression analysis to test the proposed hypotheses. Business sophistication impacts positively on marketing knowledge. However, each technological input pillar behaves differently. This study derives managerial strategies and policies from marketing knowledge.

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