表題番号：2020C-170
日付：2022/04/07
研究課題Enhancing the success of digital marketing
| 研究者所属（当時） | 資格 | 氏名 | |
|---|---|---|---|
| （代表者） | 商学学術院 商学部 | 准教授 | フランク ビョーン |
| （連携研究者） | Asian Institute of Technology | 准教授 | Y.F. Badir |
- 研究成果概要
- As new technologies are being introduced into firms’ marketing practices, both managers and academic researchers are wondering about the most profit-enhancing ways of using these technologies to achieve key marketing objectives. Several leading marketing journals have published special issues on new technologies in marketing, underscoring the academic interest in addressing the research gap in this area. Specifically, this research aimed to examine (a) which forms of digital marketing are the most effective/efficient ones, (b) which internal capabilities help maximize the potential of digital marketing, and (c) whether digital marketing works not only in developed countries but also in developing countries.
To achieve these objectives, multiple research projects collected data from developing countries and analyzed these data using statistical techniques. One such research project examines how different types of marketing analytics affect the profitability of a firm and which factors moderate these effects. Another research project examines how to overcome human barriers in the implementation of digital marketing use within the firm.