Enhancing marketing information capability for sustainable development: A dynamic capability perspective in internet marketing systems

Authors: Shu-Hui Chaung; Jih-Chuan Jan; Tin-Chang Chang

Journal: Corporate Management Review. Jun. 2025, 45(1): 1-35

Keywords: Marketing information capability, internet marketing systems, information technology capability, market orientation, sustainable development

Abstract:
This study adopts a dynamic capability view to examine the role of marketing information capability in using internet marketing systems (IMS). Our model offers a more comprehensive method of measuring marketing information capability in IMS by re-examining the effects of market orientation and information technology capability. We also investigated the impact of marketing information capability on customer performance and assessed the moderating effect of competitive intensity on these relationships. Data from 125 consumer product manufacturing firms indicate that IT capability and market orientation are critical for enhancing marketing information capability, which in turn improves customer service and relationship performance. Our findings underscore the importance of high marketing information capability in IMS use for sustainable development. By leveraging advanced marketing information systems, firms can achieve superior customer service and foster long-term customer relationships, contributing to sustainable growth. This study highlights the role of enhanced marketing information capabilities in promoting social innovation and sustainable development, providing valuable insights for organizations aiming to thrive in competitive and dynamic markets.