Design of a Marketing Information System

Novikova, E. N.

doi:10.5901/mjss.2015.v6n1s3p141

Cited by 3 publications

(3 citation statements)

References 6 publications

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“…The MkIS is defined as storing, refining and collating information (Wood, 2001) where people and processes are involved (Leonidou and Theodosiou, 2004). Moreover, the MkIS management process has received attention only in recent decades (Fleisher et al , 2008; Novikova, 2015). MkIS management is defined as managing marketing-centric information via technology orientation that sometimes acts alone or stimulates anonymous value-generating marketing antecedents to attain overall marketing productivity (Rahman et al , 2019; Novikova, 2015).…”

Section: Theoretical Underpinningmentioning

confidence: 99%

“…Moreover, the MkIS management process has received attention only in recent decades (Fleisher et al , 2008; Novikova, 2015). MkIS management is defined as managing marketing-centric information via technology orientation that sometimes acts alone or stimulates anonymous value-generating marketing antecedents to attain overall marketing productivity (Rahman et al , 2019; Novikova, 2015). Several studies also suggested that MkIS management is diverse and complex (Fleisher et al , 2008; Leonidou and Theodosiou, 2004); thus, a firm requires the integrated management capability of the MkIS to generate more significant marketing insights (Fleisher et al , 2008).…”

Section: Theoretical Underpinningmentioning

confidence: 99%

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Optimizing competitive performance of service firms in data-rich environment

Rahman

Hossain

Fattah

et al. 2020

JSTP

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PurposeThe marketing information system (MkIS) in the data-rich business environment receives all the attention these days, but as essential and perhaps even more essential is the marketing information system management capability (MkISMC). Although many service firms apprehend the return from MkIS, others clearly struggle. It seems that MkIS management capability dynamics and their direct/indirect holistic influence on service firm's competitive performance (SFCP) are unsolved in the current data-driven service economy. This study aims to conceptualize a model and test the antecedents on service firms' competitive performance.Design/methodology/approachThis study utilizes a survey of a sizeable sample of service firms’ managers at the firm level. A total of 250 useable responses were obtained and analyzed through structural equation modeling.FindingsResults reveal that variables under their respective direct influences are positively and significantly related. Interestingly, MkISMC has a relatively large magnitude of positive and direct effects on service firms' competitive performance. The other variables, such as the use of marketing analytics (UMAN), service innovation and management (SINM), partially mediate the effect of MkISMC on the competitive performance of service firms.Practical implicationsThe findings inform practitioners that MkISMC, UMAN and SINM play a vital role in attaining service firms' competitive performance in the data-rich environment. Overall, it deepens the understanding of the mediation effect of UMAN and SINM of service firms on competitive performance.Originality/valueThe study advances theoretical understanding of resource-based view (RBV), market orientation and dynamic capability that formulate the relationship of MkISMC, UMAN and SINM in attaining SFCP in the ever-changing data-driven business economy.

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Section: Theoretical Underpinningmentioning

confidence: 99%

Section: Theoretical Underpinningmentioning

confidence: 99%

Optimizing competitive performance of service firms in data-rich environment

Rahman

Hossain

Fattah

et al. 2020

JSTP

View full text Add to dashboard Cite

show abstract

“…У статті [8] пропонується розвинута інформаційна система для надання консалтингових послуг у сіль-ському господарстві Греції. У статті [9] наведено етапи створення маркетингової інформаційної системи з зосередженням уваги на етапі визначення інформа-ційних витрат і оцінки ефективності інформаційних систем.…”

Section: аналіз останніх досліджень і публікацій та постановка проблемиunclassified