IDEAS home Printed from https://ideas.repec.org/a/ani/ipjhss/v6y2018i4p544-560.html
   My bibliography  Save this article

Information Technology, Marketing Database and the Process of Integrated Marketing Communications (IMC): A Resource-Capability Nexus

Author

Listed:
  • Ayaz Ahmad
  • Salniza Md. Salleh
  • Selvan a/l Perumal

    (University Utara Malaysia, Sintok-Kedah, Malaysia.)

Abstract

This study aims at identifying and conceptually linking Information Technology, Marketing Database and the IMC process in a resource paradigm. It also conceptually posits the mediated role of Marketing Database to further transmit the absorbed effect to the IMC process. Review of the past studies has been done to conceptually connect these resources and/or capabilities. This paper establishes different relationships to be further tested empirically for both the academia and industry professionals. The main contribution is to conceptually theorize all the three concept and linking them conceivably that were either missing or vague in the marketing communication literature. Further, it also provides a research avenue to seek the complementarity of such resources by utilizing the extended RBV theory. The theoretical framework proposed is based on past literature from the RBV and marketing communications literature positing some new structural paths beside certain previous linkage (s) if any.

Suggested Citation

  • Ayaz Ahmad & Salniza Md. Salleh & Selvan a/l Perumal, 2018. "Information Technology, Marketing Database and the Process of Integrated Marketing Communications (IMC): A Resource-Capability Nexus," Pakistan Journal of Humanities and Social Sciences, International Research Alliance for Sustainable Development (iRASD), vol. 6(4), pages :544-560, December.
    • Handle: RePEc:ani:ipjhss:v:6:y:2018:i:4:p:544-560
    as

    Download full text from publisher

    File URL: https://journals.internationalrasd.org/index.php/pjhss/article/view/89/62
    Download Restriction: no
    File URL: https://journals.internationalrasd.org/index.php/pjhss/article/view/89
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Mikalef, Patrick & Pateli, Adamantia, 2017. "Information technology-enabled dynamic capabilities and their indirect effect on competitive performance: Findings from PLS-SEM and fsQCA," Journal of Business Research, Elsevier, vol. 70(C), pages 1-16.
    2. Neil A. Morgan & Douglas W. Vorhies & Charlotte H. Mason, 2009. "Market orientation, marketing capabilities, and firm performance," Strategic Management Journal, Wiley Blackwell, vol. 30(8), pages 909-920, August.
    3. Lin, Bou-Wen, 2007. "Information technology capability and value creation: Evidence from the US banking industry," Technology in Society, Elsevier, vol. 29(1), pages 93-106.
    4. G. Tomas M. Hult & David J. Ketchen, 2001. "Does market orientation matter?: a test of the relationship between positional advantage and performance," Strategic Management Journal, Wiley Blackwell, vol. 22(9), pages 899-906, September.
    5. Michael J. Tippins & Ravipreet S. Sohi, 2003. "IT competency and firm performance: is organizational learning a missing link?," Strategic Management Journal, Wiley Blackwell, vol. 24(8), pages 745-761, August.
    6. Douglas W. Vorhies & Robert E. Morgan & Chad W. Autry, 2009. "Product‐market strategy and the marketing capabilities of the firm: impact on market effectiveness and cash flow performance," Strategic Management Journal, Wiley Blackwell, vol. 30(12), pages 1310-1334, December.
    7. Zhongfeng Su (苏中锋) & Jisheng Peng (彭纪生) & Hao Shen (沈灏) & Ting Xiao (肖婷), 2013. "Technological Capability, Marketing Capability, and Firm Performance in Turbulent Conditions. 技术能力、市场能力与企业绩效：基于环境不确定性的研究," Management and Organization Review, The International Association for Chinese Management Research, vol. 9(1), pages 115-137, March.
    8. Su, Zhongfeng & Peng, Jisheng & Shen, Hao & Xiao, Ting, 2013. "Technological Capability, Marketing Capability, and Firm Performance in Turbulent Conditions," Management and Organization Review, Cambridge University Press, pages 115-138.
    9. Su, Zhongfeng & Peng, Jisheng & Shen, Hao & Xiao, Ting, 2013. "Technological Capability, Marketing Capability, and Firm Performance in Turbulent Conditions," Management and Organization Review, Cambridge University Press, vol. 9(1), pages 115-137, March.
    10. Hooley, Graham J. & Greenley, Gordon E. & Cadogan, John W. & Fahy, John, 2005. "The performance impact of marketing resources," Journal of Business Research, Elsevier, vol. 58(1), pages 18-27, January.
    11. Zahay, Debra & Peltier, James & Schultz, Don E. & Griffin, Abbie, 2004. "The Role of Transactional versus Relational Data in IMC Programs: Bringing Customer Data Together," Journal of Advertising Research, Cambridge University Press, vol. 44(1), pages 3-18, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Aboobucker Ilmudeen, 2022. "Leveraging IT-enabled dynamic capabilities to shape business process agility and firm innovative capability: moderating role of turbulent environment," Review of Managerial Science, Springer, vol. 16(8), pages 2341-2379, November.
    2. Riaqa Mubeen & Dongping Han & Jaffar Abbas & Iftikhar Hussain, 2020. "The Effects of Market Competition, Capital Structure, and CEO Duality on Firm Performance: A Mediation Analysis by Incorporating the GMM Model Technique," Sustainability, MDPI, vol. 12(8), pages 1-18, April.
    3. Liwen Wang & Jin Jason Lu & Kevin Zhou, 2023. "Technological Capability Strength/Asymmetry and Supply Chain Process Innovation: The Contingent Roles of Institutional Environments in China," Post-Print hal-03954124, HAL.
    4. Dejin Su & Qixia Du & Dongwon Sohn & Libo Xu, 2017. "Can High-Tech Ventures Benefit from Government Guanxi and Business Guanxi ? The Moderating Effects of Environmental Turbulence," Sustainability, MDPI, vol. 9(1), pages 1-17, January.
    5. Chege, Samwel Macharia & Wang, Daoping & Suntu, Shaldon Leparan & Bishoge, Obadia Kyetuza, 2019. "Influence of technology transfer on performance and sustainability of standard gauge railway in developing countries," Technology in Society, Elsevier, vol. 56(C), pages 79-92.
    6. Dong Wang & Daojun Sun & Xiaofeng Yu & Yihao Zhang, 2014. "The Impact of CEO Duality and Ownership on the Relationship Between Organisational Slack and Firm Performance in China," Systems Research and Behavioral Science, Wiley Blackwell, vol. 31(1), pages 94-101, January.
    7. Ayaz Ahmad & Salniza Md. Salleh & Selvan a/l Perumal, 2019. "Brand Related Capabilities and the Process of Integrated Marketing Communications (IMC): A Resource Based View (RBV)," Journal of Contemporary Research in Social Sciences, Michael Laurence, vol. 1(6), pages 136-150.
    8. Sora Lee & Jaewon Yoo, 2021. "Determinants of a Firm’s Sustainable Competitive Advantages: Focused on Korean Small Enterprises," Sustainability, MDPI, vol. 13(1), pages 1-16, January.
    9. Zhongfeng Su & Jie Chen & Hai Guo & Donghan Wang, 2022. "Top management team’s participative decision-making, heterogeneity, and management innovation: an information processing perspective," Asia Pacific Journal of Management, Springer, vol. 39(1), pages 149-171, March.
    10. Wenhong Zhang & Yapu Zhao & Donghan Wang & Haifeng Wang & Jian Li, 2019. "Ambidextrous search and product innovation: moderating effects of resource and structural attributes," The Journal of Technology Transfer, Springer, vol. 44(4), pages 1007-1028, August.
    11. Hossain, Md Afnan & Akter, Shahriar & Yanamandram, Venkata, 2021. "Why doesn't our value creation payoff: Unpacking customer analytics-driven value creation capability to sustain competitive advantage," Journal of Business Research, Elsevier, vol. 131(C), pages 287-296.
    12. Katarzyna Bratnicka & Monika Kulikowska-Pawlak, 2016. "Towards an Integrated Framework for Corporate Entrepreneurship (W kierunku zintegrowanej struktury nosnej przedsiebiorczego przedsiebiorstwa)," Problemy Zarzadzania, University of Warsaw, Faculty of Management, vol. 14(62), pages 24-35.
    13. Sok, Phyra & O’Cass, Aron & Sok, Keo Mony, 2013. "Achieving superior SME performance: Overarching role of marketing, innovation, and learning capabilities," Australasian marketing journal, Elsevier, vol. 21(3), pages 161-167.
    14. Namal Mete Kaan & Tufan Cenk & Köksal Kemal & Mert İbrahim Sani, 2023. "The Effect of Market and Technological Turbulence on Innovation Performance in Nascent Enterprises: The Moderating Role of Entrepreneur’s Courage," Economics - The Open-Access, Open-Assessment Journal, De Gruyter, vol. 17(1), pages 1-19.
    15. Syeda Humayra Abedin & Humaira Haque & Tanjina Shahjahan & Md Nurul Kabir, 2022. "Institutional Ownership and Firm Performance: Evidence from an Emerging Economy," JRFM, MDPI, vol. 15(12), pages 1-17, November.
    16. Sang-Uk Jung & Valeriia Shegai, 2023. "The Impact of Digital Marketing Innovation on Firm Performance: Mediation by Marketing Capability and Moderation by Firm Size," Sustainability, MDPI, vol. 15(7), pages 1-16, March.
    17. GuoXiang Tang & Kwangtae Park & Anurag Agarwal & Feng Liu, 2020. "Impact of Innovation Culture, Organization Size and Technological Capability on the Performance of SMEs: The Case of China," Sustainability, MDPI, vol. 12(4), pages 1-14, February.
    18. O'Cass, Aron & Sok, Phyra, 2013. "Exploring innovation driven value creation in B2B service firms: The roles of the manager, employees, and customers in value creation," Journal of Business Research, Elsevier, vol. 66(8), pages 1074-1084.
    19. Qingwen Bo & Mengxiao Cao & Yan Wang & Yuhuan Xia & Wei Liu, 2024. "Organizational slack, ambidextrous search and high-tech SMEs’ performance: do strategic orientations matter?," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-11, December.
    20. Adriana Roseli Wünsch Takahashi & Sergio Bulgacov & Elder Semprebon & Mônica Maier Giacomini, 2017. "Dynamic capabilities, Marketing Capability and Organizational Performance," Brazilian Business Review, Fucape Business School, vol. 14(5), pages 466-478, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ani:ipjhss:v:6:y:2018:i:4:p:544-560. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Umair Ahmed (email available below). General contact details of provider: https://journals.internationalrasd.org/index.php/pjhss/index .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.