The Relation Between Adoption of Information and Communication Technologies and Marketing Innovation as a Key Strategy to Improve Business Performance
Understanding how capacities and resources of companies are crucial factors to improve business performance and competitiveness is a major issue for academics, policy, and decisionmakers. The purpose of this research is to analyze the effects of the adoption of information and communication technolo...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Tomas Bata University in Zlín
2021-06-01
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| Series: | Journal of Competitiveness |
| Subjects: | |
| Online Access: | https://www.cjournal.cz/files/403.pdf |
| _version_ | 1818387381310455808 |
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| author | Hector Cuevas-Vargas Rudy Fernandez-Escobedo Hector A. Cortes- Palacios Lidia Ramirez-Lemus |
| author_facet | Hector Cuevas-Vargas Rudy Fernandez-Escobedo Hector A. Cortes- Palacios Lidia Ramirez-Lemus |
| author_sort | Hector Cuevas-Vargas |
| collection | DOAJ |
| description | Understanding how capacities and resources of companies are crucial factors to improve business performance and competitiveness is a major issue for academics, policy, and decisionmakers. The purpose of this research is to analyze the effects of the adoption of information and communication technologies (ICTs) on marketing innovation as a key strategy to increase the business performance of small- and medium-sized Mexican manufacturing companies. A gap exists in the literature regarding the full understanding of the simultaneous relationship among ICTs, marketing innovation and business performance. For this reason, a quantitative approach and cross-sectional design were applied through Structural Equation Modelling, in which a simple random sampling technique and a self-administered questionnaire was used to gather data from a sample of 230 business owners in the state of Aguascalientes, Mexico. The results indicate that adopting ICTs has a significant influence on marketing innovation. Moreover, marketing innovation showed a considerable impact on business performance. Therefore, decision-makers must pay special attention to the adoption of ICTs, as they are of vital importance for the development of marketing innovations and competitive advantage. Decision-makers must also use their resources and capabilities in innovations that have an impact on the sales strategy, design and promotion of their new products as well as the redesign of existing ones to achieve higher levels of competitiveness. |
| first_indexed | 2024-12-14T04:09:02Z |
| format | Article |
| id | doaj.art-922eb6c847534c6e822cebc0762c0668 |
| institution | Directory Open Access Journal |
| issn | 1804-171X 1804-1728 |
| language | English |
| last_indexed | 2024-12-14T04:09:02Z |
| publishDate | 2021-06-01 |
| publisher | Tomas Bata University in Zlín |
| record_format | Article |
| series | Journal of Competitiveness |
| spelling | doaj.art-922eb6c847534c6e822cebc0762c06682022-12-21T23:17:43ZengTomas Bata University in ZlínJournal of Competitiveness1804-171X1804-17282021-06-01132244010.7441/joc.2021.02.02The Relation Between Adoption of Information and Communication Technologies and Marketing Innovation as a Key Strategy to Improve Business PerformanceHector Cuevas-Vargas0https://orcid.org/0000-0001-5779-7522Rudy Fernandez-Escobedo1https://orcid.org/0000-0001-5121-1877Hector A. Cortes- Palacios2https://orcid.org/0000-0002-4889-5064Lidia Ramirez-Lemus3https://orcid.org/0000-0002-1661-9268Universidad Tecnológica del Suroeste de GuanajuatoUniversity of the Basque Country/Euskal Herriko Unibertsitatea (UPV/EHU) Universidad Autónoma de AguascalientesUniversidad Tecnológica del Suroeste de GuanajuatoUnderstanding how capacities and resources of companies are crucial factors to improve business performance and competitiveness is a major issue for academics, policy, and decisionmakers. The purpose of this research is to analyze the effects of the adoption of information and communication technologies (ICTs) on marketing innovation as a key strategy to increase the business performance of small- and medium-sized Mexican manufacturing companies. A gap exists in the literature regarding the full understanding of the simultaneous relationship among ICTs, marketing innovation and business performance. For this reason, a quantitative approach and cross-sectional design were applied through Structural Equation Modelling, in which a simple random sampling technique and a self-administered questionnaire was used to gather data from a sample of 230 business owners in the state of Aguascalientes, Mexico. The results indicate that adopting ICTs has a significant influence on marketing innovation. Moreover, marketing innovation showed a considerable impact on business performance. Therefore, decision-makers must pay special attention to the adoption of ICTs, as they are of vital importance for the development of marketing innovations and competitive advantage. Decision-makers must also use their resources and capabilities in innovations that have an impact on the sales strategy, design and promotion of their new products as well as the redesign of existing ones to achieve higher levels of competitiveness.https://www.cjournal.cz/files/403.pdfadoption of ictsmarketing innovationcompetitivenessperformancepls-semsmes |
| spellingShingle | Hector Cuevas-Vargas Rudy Fernandez-Escobedo Hector A. Cortes- Palacios Lidia Ramirez-Lemus The Relation Between Adoption of Information and Communication Technologies and Marketing Innovation as a Key Strategy to Improve Business Performance Journal of Competitiveness adoption of icts marketing innovation competitiveness performance pls-sem smes |
| title | The Relation Between Adoption of Information and Communication Technologies and Marketing Innovation as a Key Strategy to Improve Business Performance |
| title_full | The Relation Between Adoption of Information and Communication Technologies and Marketing Innovation as a Key Strategy to Improve Business Performance |
| title_fullStr | The Relation Between Adoption of Information and Communication Technologies and Marketing Innovation as a Key Strategy to Improve Business Performance |
| title_full_unstemmed | The Relation Between Adoption of Information and Communication Technologies and Marketing Innovation as a Key Strategy to Improve Business Performance |
| title_short | The Relation Between Adoption of Information and Communication Technologies and Marketing Innovation as a Key Strategy to Improve Business Performance |
| title_sort | relation between adoption of information and communication technologies and marketing innovation as a key strategy to improve business performance |
| topic | adoption of icts marketing innovation competitiveness performance pls-sem smes |
| url | https://www.cjournal.cz/files/403.pdf |
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