Employing big data capability in the face of fierce competition: Exploring the synergy between market orientation, marketing strategies, and innovation capabilities
Fueled by big data, the information age offers firms opportunities to enhance marketing efficiency and drive innovation. For that, based on conceptualizing big data capability as a three-factor construct integrating business, human, and technology resources and employing a resource-based view (RBV)...
محفوظ في:
| المؤلف الرئيسي: | |
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| مؤلفون آخرون: | , , , |
| التنسيق: | article |
| منشور في: |
2026
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| الوصول للمادة أونلاين: | http://hdl.handle.net/10725/17515 https://doi.org/10.1016/j.indmarman.2026.01.004 http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://www.sciencedirect.com/science/article/pii/S0019850126000040 |
| الوسوم: |
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