Digital technology and marketing management capability: achieving growth in SMEs


Foroudi, P., Gupta, S., Nazarian, A. and Duda, M. 2017. Digital technology and marketing management capability: achieving growth in SMEs. Qualitative Market Research: An International Journal. 20 (2), pp. 230-246.
TitleDigital technology and marketing management capability: achieving growth in SMEs
AuthorsForoudi, P., Gupta, S., Nazarian, A. and Duda, M.

Purpose – The intentions of this study is to evaluate the constructs relationships in order to gain more insight and definitive clarification of the factors related to company’s growth in UK. Based on resource-advantage theory, this research addresses “to what extent does digital technology influence marketing capability which loads to company’s growth?”
Design/methodology/approach – The data was gathered through 21 in-depth interviews with managers from different multinational organizations and 6 focus groups with employees and new empirical insights are offered.
Findings – The study identifies the two key components of digital technology (information quality and service convenience). In addition, the relationships between digital technology, tangible/intangible assets, and marketing capabilities perform significant role of facilitator between company’s growths.
Research limitations/implications – The focus on UK SMEs limits the generalisability of the results. Further study should be collected in other sector and country settings in order to examine the associations recognized in the current study.
Originality/value – This study illustrates the main impacts of digital technology on intellectual/physical assets that while managers and employees have specified that marketing capability is significant for organizations, there are a few other areas of concern with regard to consequences related to company’s growth, competence, and core competence, particularly in a SMEs settings.

JournalQualitative Market Research: An International Journal
Publication dates
Print10 Apr 2017
Publication process dates
Deposited10 Feb 2017
Accepted10 Jan 2017
Output statusPublished
Accepted author manuscript
Copyright Statement

This article is © Emerald Publishing Limited and permission has been granted for this version to appear here. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.

Digital Object Identifier (DOI)
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