An Examination of Factors That Impact E-Marketing Capability in the Digital Age

摘要

This paper aims to find out how marketing can play a more strategic role in helping firms improve performance in the Digital Age. Particularly, the research questions is "what are the drivers of e-Marketing capability?" and "what is the impact of e-Marketing capability?" This research studies how IT capability, marketing and IT cross functional collaboration and leadership emphasis can impact e-Marketing capability and thus improve customer relationship management and new product diffusion. In addition, the moderating effect of industry type is also investigated. Theoretical and managerial implications are discussed at the end.