Toward the Enhancement of Marketing Intelligence Capability: The Role of Internet of Things

EasyChair Preprint 2691

Abstract

Studies have suggested that Internet of Things (IoT) not only serves as an innovative tool for enterprise operations, but also could trigger impacts on business performance. As researchers increasingly raise interests about the business values of IoT, this study examines its managerial effects by investigating the link between IoT and marketing. Referring to the organizational capability perspective, this study constructed a research hypothesis in which IoT capability affects marketing intelligence capability. An empirical survey was performed and an analysis of the data was conducted to test the hypothesis. The results confirmed the role of IoT capability on enhancing marketing intelligence capability. Discussions with managerial implications are then elaborated.

Keyphrases: Internet of Things, Marketing Intelligence, organizational capability

@booklet{EasyChair:2691,
  author    = {Wilson Weng},
  title     = {Toward the Enhancement of Marketing Intelligence Capability: The Role of Internet of Things},
  howpublished = {EasyChair Preprint 2691},
  year      = {EasyChair, 2020}}