Héctor Cuevas-Vargas, Rudy Fernandez-Escobedo, Hector A. Cortes- Palacios, Lidia Ramirez-Lemus
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引用次数: 16
Abstract
Understanding how capacities and resources of companies are crucial factors to improve business performance and competitiveness is a major issue for academics, policy, and decisionmakers. The purpose of this research is to analyze the effects of the adoption of information and communication technologies (ICTs) on marketing innovation as a key strategy to increase the business performance of small- and medium-sized Mexican manufacturing companies. A gap exists in the literature regarding the full understanding of the simultaneous relationship among ICTs, marketing innovation and business performance. For this reason, a quantitative approach and cross-sectional design were applied through Structural Equation Modelling, in which a simple random sampling technique and a self-administered questionnaire was used to gather data from a sample of 230 business owners in the state of Aguascalientes, Mexico. The results indicate that adopting ICTs has a significant influence on marketing innovation. Moreover, marketing innovation showed a considerable impact on business performance. Therefore, decision-makers must pay special attention to the adoption of ICTs, as they are of vital importance for the development of marketing innovations and competitive advantage. Decision-makers must also use their resources and capabilities in innovations that have an impact on the sales strategy, design and promotion of their new products as well as the redesign of existing ones to achieve higher levels of competitiveness.
期刊介绍:
The Journal of Competitiveness, a scientific periodical published by the Faculty of Management and Economics of Tomas Bata University in Zlín in collaboration with publishing partners, presents the findings of basic and applied economic research conducted by both domestic and international scholars in the English language.
Focusing on economics, finance, and management, the Journal of Competitiveness is dedicated to publishing original scientific articles.
Published four times a year in both print and electronic formats, the journal follows a rigorous peer-review process with each contribution reviewed by two independent reviewers. Only scientific articles are considered for publication, while other types of papers such as informative articles, editorial materials, corrections, abstracts, or résumés are not included.