Analyzing the Impact of Information Technology on the Dynamic Marketing of Businesses

Abstract

Dynamic capabilities allow companies to reconfigure limited resources or relative strengths in response to rapid changes in market conditions. By examining the major factors that influence dynamic marketing capabilities and putting forth a comprehensive model that directs market, IT infrastructure capabilities, and CRM support use of IT, this study investigates the crucial role that IT plays in developing and expanding dynamic capabilities. A large-scale survey of the study results supported the model and research hypotheses. This demonstrates the substantial effects that a company's market orientation, its use of IT to support CRM, and the efficiency of its IT infrastructure have on its capacity for dynamic marketing.