The moderating effect of information technology capabilities on the relationship between marketing mix and corporate entrepreneurship

The moderating effect of information technology capabilities on the relationship between marketing mix and corporate entrepreneurship

Purpose – The purpose of this paper is to investigate the relationship between marketing mix (MM), information technology capabilities (ITCAP) and corporate entrepreneurship (CE). Additionally, the study has attempted to address the moderating influence of ITCAP on MM–CE relationship. Design/methodo...

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Bibliographic Details
Main Authors: Fatima Ghezali, Abdessamad Boudi
Format: Article
Language:English
Published: Emerald Publishing 2021-09-01
Series:PSU Research Review
Subjects:
information management
business process management
banking strategies
management information systems
marketing mix
entrepreneurship
information technology capabilities
corporate entrepreneurship
Online Access:https://www.emerald.com/insight/content/doi/10.1108/PRR-12-2019-0037/full/pdf?title=the-moderating-effect-of-information-technology-capabilities-on-the-relationship-between-marketing-mix-and-corporate-entrepreneurship

Internet

https://www.emerald.com/insight/content/doi/10.1108/PRR-12-2019-0037/full/pdf?title=the-moderating-effect-of-information-technology-capabilities-on-the-relationship-between-marketing-mix-and-corporate-entrepreneurship

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