A contingency model of marketing dashboards and their influence on marketing strategy implementation speed and market information management capability

Abstract

Purpose

This paper aims to focus on the value of marketing dashboards, a key area of interest for scholars and practitioners. This study examines two critical outcomes of marketing dashboards: marketing strategy implementation speed and market information management capability. Additionally, the research analyzes the impact of the firm’s internal structure on the relationship between marketing dashboards and the outcomes.

Design/methodology/approach

A conceptual model grounded in the knowledge-based view of the firm is tested. The research uses survey data collected from marketing professionals employed within business-to-business firms. Data from the key informants are analyzed using structural equation modeling.

Findings

The results demonstrate that marketing dashboards are significantly related to marketing strategy implementation speed and market information management capability. Centralization exhibits a negative moderating effect, and formalization exhibits a positive moderating effect on the relationship between marketing dashboards and marketing strategy implementation speed. Marketing strategy implementation speed and market information management capability are related to market performance.

Originality/value

Through the examination of main and moderating relationships, this paper demonstrates that marketing strategy implementation speed and market information management capability are key integration mechanisms that leverage the marketing dashboard resources.

Citation

Krush, M.T., Agnihotri, R. and Trainor, K.J. (2016), "A contingency model of marketing dashboards and their influence on marketing strategy implementation speed and market information management capability", European Journal of Marketing, Vol. 50 No. 12, pp. 2077-2102. https://doi.org/10.1108/EJM-06-2015-0317