Số 221 | Tháng 8/2024
Phân tích tác động công nghệ thông tin đến tiếp thị năng động của doanh nghiệp
Đỗ Hữu Hải
Tóm tắt:
Khả năng năng động cho phép các công ty cấu trúc lại các nguồn lực hạn chế hoặc sức mạnh tương đối để đáp ứng với những thay đổi nhanh chóng trong điều kiện thị trường. Nghiên cứu này xem xét vai trò trung tâm của công nghệ thông tin (CNTT) trong việc tạo ra và nâng cao khả năng năng động bằng cách phân tích các yếu tố quyết định thiết yếu của khả năng tiếp thị năng động (TTNĐ) và đề xuất một mô hình bao gồm định hướng thị trường, khả năng cơ sở hạ tầng CNTT và sử dụng CNTT để hỗ trợ quản lý mối quan hệ khách hàng (CRM). Kết quả nghiên cứu đã được khảo sát với quy mô lớn để hỗ trợ mô hình và các giả thuyết nghiên cứu. Từ đó, nghiên cứu cho thấy những tác động đáng kể của định hướng thị trường trong một công ty và việc sử dụng CNTT để hỗ trợ CRM và chức năng của cơ sở hạ tầng CNTT đối với khả năng TTNĐ.
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Analyzing the Impact of Information Technology on the Dynamic Marketing of Businesses
Abstract:
Dynamic capabilities allow companies to reconfigure limited resources or relative strengths in response to rapid changes in market conditions. By examining the major factors that influence dynamic marketing capabilities and putting forth a comprehensive model that directs market, IT infrastructure capabilities, and CRM support use of IT, this study investigates the crucial role that IT plays in developing and expanding dynamic capabilities. A large-scale survey of the study results supported the model and research hypotheses. This demonstrates the substantial effects that a company's market orientation, its use of IT to support CRM, and the efficiency of its IT infrastructure have on its capacity for dynamic marketing.