THE ROLE OF MARKETING-ENABLED DATA ANALYTICS CAPABILITY AND ORGANISATIONAL AGILITY FOR INNOVATION: EMPIRICAL EVIDENCE FROM GERMAN FIRMS
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DOI: 10.1142/s1363919618500378
Abstract: Recent shifts in technology have created a data-rich environment and made it necessary for firms to develop new capabilities to cope with these changes. To address this challenge, this study introduces marketing-enabled data analytics capability,… read more here.
Keywords: marketing enabled; analytics capability; enabled data; data analytics ... See more keywords