TY  - JOUR
AB  - 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.
VL  - 20
IS  - 2
SN  - 1352-2752
DO  - 10.1108/QMR-01-2017-0014
UR  - https://doi.org/10.1108/QMR-01-2017-0014
AU  - Foroudi Pantea
AU  - Gupta Suraksha
AU  - Nazarian Alireza
AU  - Duda Marta
PY  - 2017
Y1  - 2017/01/01
TI  - Digital technology and marketing management capability: achieving growth in SMEs
T2  - Qualitative Market Research: An International Journal
PB  - Emerald Publishing Limited
SP  - 230
EP  - 246
Y2  - 2024/05/05
ER  -