Digital Technology and Marketing Management Capability: Achieving Growth in SMEs

Pantea Foroudi, Gupta Suraksha, Alireza Nazarian, Duda Marta

Research output: Contribution to journalArticle

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Abstract

Purpose – The intention of this study is to evaluate the relationships between digital technology, tangible/intangible assets and marketing capabilities in order to gain more insight into the factors related to SMEs’ growth in the UK. Based on resource-advantage theory, this research addresses the question “to what extent does digital technology influence marketing capability which leads to companies’ growth?”
Design/methodology/approach – The data was gathered through 21 in-depth interviews with managers from different multinational organizations and 6 focus groups with employees.
Findings – The study identifies the two key components of digital technology as information quality and service convenience. In addition, the relationships between digital technology, tangible/intangible assets, and marketing capabilities perform the significant role of facilitator of a company’s growth.
Research limitations/implications – The focus on UK SMEs limits the generalisability of the results. Further study should be collected in other sectors and country settings in order to examine the associations identified in the current study.
Originality/value – This study identifies the main impacts of digital technology on
intellectual/physical assets. While managers and employees have specified that marketing capability is significant for organizations, there are a few other areas of concern with regard to consequences related to a company’s growth, competence, and core competence, particularly in a SME’s setting.

© Emerald Publishing Limited 2017. The attached document (embargoed until 10/04/2019) is an author produced version of a paper published in Qualitative Market Research: An International Journal, uploaded in accordance with the publisher’s self- archiving policy. The final published version (version of record) is available online at https://doi.org/10.1108/QMR-01-2017-0014. Some minor differences between this version and the final published version may remain. We suggest you refer to the final published version should you wish to cite from it.
Original languageEnglish
Pages (from-to)1
Number of pages25
JournalQualitative Market Research: An International Journal
Volume20
Issue number2
DOIs
Publication statusPublished - 10 Apr 2017

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