Exploring how to develop data-driven innovation capability of marketing within B2B firms : toward a capability model and process-oriented approach
Ludivine Ravat, Aurélie Hemonnet-Goujot, Sandrine Hollet-Haudebert
| Year of publication: |
2024
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|---|---|
| Authors: | Ravat, Ludivine ; Hemonnet-Goujot, Aurélie ; Hollet-Haudebert, Sandrine |
| Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 1873-2062, ZDB-ID 2012747-9. - Vol. 118.2024, p. 110-125
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| Subject: | Business-to-business firms | Capability model | Data-driven innovation capability | Digital marketing capabilities | Dynamic capabilities | Marketing strategy | Dynamische Kompetenzen | Marketingmanagement | Marketing management | Innovation | Capability-Ansatz | Capability approach | B-to-B-Marketing | Business-to-business marketing | Ressourcenorientierter Ansatz | Resource-based view | Innovationsmanagement | Innovation management | Wettbewerbsvorteil | Competitive advantage | Lieferantenmanagement | Supplier relationship management | Marketing | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.indmarman.2023.12.015 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://ebvufind01.dmz1.zbw.eu/10014531705