The Relation Between Adoption of Information and Communication Technologies and Marketing Innovation as a Key Strategy to Improve Business Performance
Hector Cuevas-Vargas, Rudy Fernandez-Escobedo, Hector A. Cortes- Palacios, Lidia Ramirez-Lemus
Keywords:
adoption of ICTs, marketing innovation, competitiveness, performance, PLS-SEM, SMEs
Abstract:
Understanding how capacities and resources of companies are crucial factors to improve
business performance and competitiveness is a major issue for academics, policy, and decisionmakers.
The purpose of this research is to analyze the effects of the adoption of information and
communication technologies (ICTs) on marketing innovation as a key strategy to increase the
business performance of small- and medium-sized Mexican manufacturing companies. A gap
exists in the literature regarding the full understanding of the simultaneous relationship among
ICTs, marketing innovation and business performance. For this reason, a quantitative approach
and cross-sectional design were applied through Structural Equation Modelling, in which a
simple random sampling technique and a self-administered questionnaire was used to gather data
from a sample of 230 business owners in the state of Aguascalientes, Mexico. The results indicate
that adopting ICTs has a significant influence on marketing innovation. Moreover, marketing
innovation showed a considerable impact on business performance. Therefore, decision-makers
must pay special attention to the adoption of ICTs, as they are of vital importance for the
development of marketing innovations and competitive advantage. Decision-makers must also
use their resources and capabilities in innovations that have an impact on the sales strategy,
design and promotion of their new products as well as the redesign of existing ones to achieve
higher levels of competitiveness.
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 The Relation Between Adoption of Information and Communication Technologies and Marketing Innovation as a Key Strategy to Improve Business Performance [PDF file] [Filesize: 1.13 MB]
 10.7441/joc.2021.02.02
Cuevas-Vargas, H., Fernandez-Escobedo, R., Cortes-Palacios, H., A., & Ramirez-Lemus, L. (2021).
The Relation Between Adoption of Information and Communication Technologies and Marketing
Innovation as a Key Strategy to Improve Business Performance. Journal of Competitiveness, 13(2), 23–40. https://doi.org/10.7441/joc.2021.02.02
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