创造力
动态能力
业务
营销
资源(消歧)
产品(数学)
市场导向
知识管理
主题分析
基于资源的视图
新兴市场
产品创新
产业组织
计算机科学
社会学
竞争优势
定性研究
计算机网络
社会科学
几何学
数学
财务
政治学
法学
作者
Saida Sultana,Shahriar Akter,Elias Kyriazis
标识
DOI:10.1080/0965254x.2021.2013934
摘要
While data-driven innovation (DDI) is receiving substantial attention from academics and industry specialists, there is limited research on its dimensions and effects in marketing. We address this theoretical gap by examining the following research questions: ‘What are the necessary firm-level capabilities of DDI and its effects in a marketing environment?’ Drawing from the resource-based view (RBV), dynamic capabilities (DC), and market orientation theories, this study presents a data-driven innovation capabilities (DDIC) framework and proposes a new conceptualisation with new data product performance through new data product creativity. Based on a systematic literature review and thematic analysis, the findings offer seven propositions to enrich the emerging DDI theory in marketing and guide managerial decision making.
科研通智能强力驱动
Strongly Powered by AbleSci AI