Digital maturity and marketing orientation: theoretical foundation and measurement models
- This paper focuses on the conceptualization of the construct of digital maturity, the effect of digital maturity on corporate performance, and the interdependencies between digital maturity and market orientation with respect to their integrated impact on corporate performance.
| Author of HS Reutlingen | Rossmann, Alexander |
|---|---|
| URL: | http://web.a.ebscohost.com/ehost/detail/detail?vid=7&sid=4c59c38b-2fc3-4b23-884a-213a18ae01d0%40sdc-v-sessmgr06&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#AN=133821858&db=bth |
| ISSN: | 1054-0806 |
| Erschienen in: | AMA Summer Educators' Conference proceedings |
| Publisher: | American Marketing Association |
| Place of publication: | Chicago, Ill. |
| Document Type: | Article |
| Language: | English |
| Year of Publication: | 2018 |
| Tag: | corporate performance; digital maturity; formative assessment; market orientation |
| Volume: | 29 |
| Page Number: | 2 |
| First Page: | MS5 |
| Last Page: | MS6 |
| DDC classes: | 380 Handel, Kommunikation, Verkehr |
| Open Access?: | Nein |
