IT Capability and Business Data Analytics Affect Firm Performance through Market Orientation
Journal Title: International Journal of the Computer, the Internet and Management - Year 2019, Vol 27, Issue 1
Abstract
Information technology (IT) becomes more important for business operation. Data management and marketing capability also support the better firm performance. This research aims to study the utilization of IT capability and business data analytics though market orientation to improve firm performance. A survey conducts to collect data from the manufacturing industry in Thailand, and a total valid sample of 250 respondents. The finding of this study found that IT capability (ITC) positively effects on firm performance (FPM) when mediated by marketing orientation (MKO). ITC positively effects on MKO likewise MKO and FPM. While, ITC has no direct effects on FPM. BDA positively effects on MKO and FPM.
Authors and Affiliations
Wijit Jarunopratam, Natnarong Jaturat, Chanongkorn Kuntonbutr
Keywords
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- EP ID EP601143
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