عنوان انگلیسی مقاله:

Cause related marketing: An experimental study about how the product type and the perceived fit may influence the consumer response

ترجمه عنوان مقاله: بازاریابی سببی: چگونگی تاثیر نوع محصول و تناسب مشاهده شده و امکان آن بر پاسخ مشتری

رشته: مدیریت بازاریابی

سال انتشار: 2016

تعداد صفحات مقاله انگلیسی: 7 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده انگلیسی مقاله

With the aim of bridging the gap between well-established research on information technology (IT) value creation and the emergent study of business intelligence (BI), this study develops and tests a model of BI value creation that is firmly anchored in both streams of research. The analysis draws on the resource based view and on conceptualizations of organizational learning to hypothesize about the paths by which BI assets and BI capabilities create business value. The research model is first assessed in an exploratory analysis of data collected through interviews in three firms and then tested in a confirmatory analysis of data collected through a survey.
Keywords: Business intelligence (BI), Business value, Resource-based view (RBV), Organizational learning, Exploration and exploitation

مقدمه انگلیسی مقاله

The business value of information technology (IT) has been demonstrated repeatedly in the past decades [13,36,83]. However, a major shortcoming of this field of research has been its disposition to study the business value of overarching IT concepts instead of the value gained by specific classes of information systems. The primary goal of those general IT studies has been to capture the organizational effects attributed to all IT assets and capabilities available to the organization. Those studies have been complemented by specific IT studies, aimed at understanding the business value of specific platforms and systems, such as electronic commerce [105] and enterprise resource planning (ERP) [62,66].
The contribution of the latter studies is based on the often implicit rationale that different technologies bring about different processes of value creation. Therefore, it is essential to understand the
unique value creation mechanisms at play for each technology.
In terms of value creation, business intelligence (BI) appears to be among the most promising technologies in recent years, at least as reflected in the attitudes of IT executives [61]. However, despite this dramatic shift in investment patterns and value perceptions, little empirical research has addressed the value creation processes unique to BI systems (e.g., Refs. [33,124]). Although some efforts have been made to capture how BI generates business value, it is safe to conclude that there is much to learn about the value creation processes induced by this dominant IT domain.
Against this backdrop, we seek to answer the following research question: What are the distinct mechanisms of value creation underlying the business value of BI? We argue in this paper that understanding the business value of BI requires the integration of general knowledge about the processes of IT value creation and specific knowledge about the features unique to BI deployment. We integrate the two by taking stock of well-established findings about IT value creation and adapting them to the context of BI value creation. In particular, general IT findings include the relationships observed in previous research among IT assets, IT capabilities, organizational resources, and business value [64,79,82,102], whereas specific BI adaptations involve the distinction between operational and strategic BI capabilities and the moderating role of organizational learning [74]. We demonstrate that organizational learning is an important theoretical lens for understanding how BI creates business value, especially given that BI systems are deployed to facilitate decision support, environmental adaptation, and organizational innovation. Specifically, the framework of exploration and exploitation in organizational learning [76] is applied because of the conceptual fit between the two types of BI capabilities (operational and strategic) and the two mechanisms of organizational learning (exploitation and exploration). In concert with the resource-based view (RBV) of the firm [8,122], these theoretical bases allow us to formulate a comprehensive research model of how the deployment of BI resources creates business value….

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