采用信息和通信技术与营销创新作为提高企业绩效的关键战略之间的关系

IF 4.4 1区 管理学 Q2 BUSINESS Journal of Competitiveness Pub Date : 2021-06-30 DOI:10.7441/joc.2021.02.02
Héctor Cuevas-Vargas, Rudy Fernandez-Escobedo, Hector A. Cortes- Palacios, Lidia Ramirez-Lemus
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引用次数: 16

摘要

了解公司的能力和资源如何成为提高业务绩效和竞争力的关键因素,对于学者、政策制定者和决策者来说是一个主要问题。本研究的目的是分析采用信息通信技术(ict)对营销创新的影响,营销创新是提高墨西哥中小型制造公司经营绩效的关键策略。在充分理解信息通信技术、营销创新和企业绩效之间的同步关系方面,文献存在差距。为此,通过结构方程模型,采用定量方法和横断面设计,其中采用简单的随机抽样技术和自我管理问卷,从墨西哥阿瓜斯卡连特斯州的230名企业主中收集样本数据。结果表明,采用信息通信技术对营销创新有显著影响。此外,营销创新对企业绩效也有相当大的影响。因此,决策者必须特别关注信息通信技术的采用,因为它们对营销创新和竞争优势的发展至关重要。决策者还必须利用他们的资源和创新能力,对新产品的销售策略、设计和推广以及对现有产品的重新设计产生影响,以实现更高水平的竞争力。
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The Relation Between Adoption of Information and Communication Technologies and Marketing Innovation as a Key Strategy to Improve Business Performance
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.
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来源期刊
CiteScore
11.30
自引率
2.70%
发文量
33
审稿时长
12 weeks
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.
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