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Communication Dans Un Congrès Année : 2023

Data-driven innovation capability of marketing for B2B firms: definition and construction process

Résumé

Big data knowledge-driven offerings are changing innovation practices for marketing organizations. Although B2C companies are coping with this digitalized-centered innovation reality, it remains a major concern for B2B industries, and, to date, little research studied digital marketing capabilities for innovation purpose. This study explores the concept of data-driven innovation capability within the marketing perspective. We conducted a systematic literature review of 40 scientific papers followed by qualitative research of 10 one-to-one interviews of C-level executives and managers. The analysis provides a first theoretical marketing anchoring definition of data-driven innovation capability and highlights a three-step construction process capability, market-oriented and fueled by dynamic process re-engineering.
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Dates et versions

hal-04151228 , version 1 (04-07-2023)

Licence

Paternité - Pas d'utilisation commerciale - Pas de modification

Identifiants

  • HAL Id : hal-04151228 , version 1

Citer

Ludivine Ravat, Aurélie Hemonnet-Goujot, Sandrine Hollet-Haudebert. Data-driven innovation capability of marketing for B2B firms: definition and construction process. Academy of Innovation, Entrepreneurship, and Knowledge, ACIEK, ESIC, Jun 2023, Madrid, Spain. ⟨hal-04151228⟩
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