Digital technology and marketing management capability: achieving growth in SMEs

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.

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