Effect of Internet of Things on Marketing Intelligence and Business Strategy: An Organizational Capability Perspective
DOI:
https://doi.org/10.7903/ijecs.1906Keywords:
Internet of Things, marketing intelligence, business strategy, organizational capabilityAbstract
Innovative developments in Internet of Things (IoT) have invoked tremendous attention from both academics and industries. Studies suggest that IoT not only serves as an innovative tool for enterprise operations but also triggers impacts on business performance. As researchers increasingly raise issues about the business value of IoT, this study examines its direct and indirect managerial effects by investigating the link between IoT and business strategy. Referring to the organizational capability perspective, this study constructed a research framework in which marketing intelligence capability mediates the effect of IoT capability on business strategy formation. An empirical survey was performed and an analysis of the data was conducted to test the hypotheses. The results confirmed the mediating role of marketing intelligence capability in the link between IoT capability and business strategy formation. Discussions with managerial implications are then elaborated.
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