Digital Maturity and Marketing Orientation: Theoretical Foundation and Measurement Models

摘要

The rise of digital technologies has become an important driver for change in multiple industries.Digital technologies affect all levels of the firm, including business model frameworks, customer interfaces, customer experience, and internal processes.Prior research assumes that the development of a specific set of digital capabilities leads to higher digital maturity.Moreover, the degree of digital maturity can have an impact on corporate performance.However, a measurement framework for digital maturity does not exist in scholarly work.Therefore, this paper focuses on the following three research questions:(1)How is the construct of digital maturity conceptually defined?(2)How does digital maturity affect corporate performance? and(3)What interdependences exist between digital maturity and market orientation with respect to their impact on corporate performance?