Examinando por Autor "Ortiz de Guinea, Ana"

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  • Miniatura
    Ítem
    Value creation through marketing data analytics: the distinct contribution of data analytics assets and capabilities to unit and firm performance
    (Elsevier B.V., 2022-12) Sáenz Martínez, Josune; Ortiz de Guinea, Ana; Peñalba Aguirrezabalaga, Carmela
    This study answers research calls regarding data analytics in a specific unit and its impact at the unit and organizational level. In doing so, it takes an information value chain approach to theorize about how quality data and IT-enabled data analytics sensing capability in the marketing unit relate differently to the unit performance as well as to firm-level performance. Results from a survey of 346 firms confirm the hypotheses by showing partially and fully mediated effects for quality data, and direct and partially mediated effects for sensing capability.