Effect of Internet of Things on Marketing Intelligence and Business Strategy: An Organizational Capability Perspective

Q3 Computer Science

International Journal of Electronic Commerce Studies Pub Date : 2021-07-02 DOI:10.7903/IJECS.1906

Wilson W. H. Weng

引用次数: 2

Abstract

Innovative developments in Internet of Things (IoT) have invoked tremendous attention from both academics and industries. Studies suggest that IoT not only serves as an innovative tool for enterprise operations but also triggers impacts on business performance. As researchers increasingly raise issues about the business value of IoT, this study examines its direct and indirect managerial effects by investigating the link between IoT and business strategy. Referring to the organizational capability perspective, this study constructed a research framework in which marketing intelligence capability mediates the effect of IoT capability on business strategy formation. An empirical survey was performed and an analysis of the data was conducted to test the hypotheses. The results confirmed the mediating role of marketing intelligence capability in the link between IoT capability and business strategy formation. Discussions with managerial implications are then elaborated.

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物联网对营销智能和企业战略的影响：组织能力视角

物联网的创新发展引起了学术界和行业的极大关注。研究表明，物联网不仅是企业运营的创新工具，而且会对业务绩效产生影响。随着研究人员越来越多地提出物联网的商业价值问题，本研究通过调查物联网与商业战略之间的联系，考察了物联网的直接和间接管理效果。参考组织能力视角，本研究构建了一个研究框架，其中营销智能能力中介物联网能力对企业战略形成的影响。进行了一项实证调查，并对数据进行了分析，以检验假设。研究结果证实了营销智能能力在物联网能力与企业战略形成之间的中介作用。然后阐述了涉及管理问题的讨论。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Electronic Commerce Studies Computer Science-Computer Science Applications

CiteScore

1.40

自引率

0.00%

发文量

期刊介绍： The IJECS is a double-blind referred academic journal for all fields of Electronic Commerce. To serve as an international platform, the IJECS encourages manuscript submissions from authors all around the world. As a multi-discipline journal, The IJECS welcome both technology oriented and business oriented electronic commerce research articles. The purpose of the International Journal of Electronic Commerce Studies is to promote electronic commerce research and provide worldwide scholars a place to publish their innovative work in electronic commerce. To be published in the journal, the manuscript must make strong empirical, theoretical, or practical contributions and highlight the significance of the contributions to the electronic commerce field. Thus, preference is given to submissions that test, extend, or build strong theoretical frameworks for electronic commerce theory, electronic commerce system development, and electronic commerce practice. The journal is not tied to any particular national context; the geographic distribution of authors publishing in the journal came from countries around the world. Articles introducing cases of innovative applications in electronic commerce around the world are also published in the journal. The journal provides scholars opportunities to realize the electronic commerce research and development around the world. Articles in the International Journal of Electronic Commerce Studies will include, but are not limited to the following areas.