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Digital technology and marketing management capability: achieving growth in SMEs

Pantea Foroudi (Department of Marketing, Branding, and Tourism, The Business School, Middlesex University, London, UK)
Suraksha Gupta (Department of Marketing, Newcastle University, Newcastle, London, London, UK)
Alireza Nazarian (Business School, University of Roehampton, London, UK)
Marta Duda (University of West London, London, UK)

Qualitative Market Research

ISSN: 1352-2752

Article publication date: 10 April 2017

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Abstract

Purpose

The purpose of this study is to evaluate the relationships between digital technology, tangible/intangible assets and marketing capabilities to gain more insight into the factors related to small- and medium-sized enterprises’ (SMEs’) growth in the UK. Based on the resource-advantage theory, this research addresses the question “to what extent does digital technology influence marketing capability which leads to companies’ growth?”

Design/methodology/approach

Data were gathered through 21 in-depth interviews with managers from different multinational organizations and six focus groups with employees.

Findings

The study identifies the two key components of digital technology as information quality and service convenience. In addition, the relationships between digital technology, tangible/intangible assets and marketing capabilities perform the significant role of facilitator of a company’s growth.

Research limitations/implications

The focus on UK SMEs limits the generalizability of the results. Further studies should be conducted in other sectors and country settings to examine the associations identified in the current study.

Originality/value

This study identifies the main impacts of digital technology on intellectual/physical assets. 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 a company’s growth, competence and core competence, particularly in an SME’s setting.

Keywords

Citation

Foroudi, P., Gupta, S., Nazarian, A. and Duda, M. (2017), "Digital technology and marketing management capability: achieving growth in SMEs", Qualitative Market Research, Vol. 20 No. 2, pp. 230-246. https://doi.org/10.1108/QMR-01-2017-0014

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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