Applying organisational capability models to assess the maturity of digital-marketing governance

@article{Chaffey2010ApplyingOC,
  title={Applying organisational capability models to assess the maturity of digital-marketing governance},
  author={David Chaffey},
  journal={Journal of Marketing Management},
  year={2010},
  volume={26},
  pages={187 - 196}
}
  • D. Chaffey
  • Published 29 April 2010
  • Business
  • Journal of Marketing Management
Abstract The value of capability maturity models for assessing management of digital channels within an organisation is reviewed. The capability maturity model described covers six key digital-marketing activities that need to be managed within an organisation. For each governance activity, key management challenges, which represent potential areas for research and exemplars of previous research, are summarised. The six areas of governance reviewed are: digital channel strategy development… 
International Conference on Leadership , Technology and Innovation Management ( ICLTIM 2012 ) Business Strategy and Governance of Intellectual Assets in Small & Medium Enterprises
The effective governance of intellectual assets in small and medium enterprises (SME) is a key factor in maintaining international competitiveness, but most SME are far from integrating this element
Digital Maturity: Conceptualization and Measurement Model
The rise of digital technologies has become an important driver for change in multiple industries. Therefore, firms need to develop digital capabilities to manage the transformation process
Towards the Development of an Agile Marketing Capability
TLDR
This work may represent a useful framework for managers and decision makers to better understand the competitive advantages which could derive from the employment of agile marketing capabilities in order to improve their skills in challenging the continuous changes in market and customers’ needs.
Concept of Digital Capability in Businesses: Demonstration by a Case Study on Finnish Online Tools
TLDR
Initial findings indicate that the digital capabilities fall into two major categories: meta-digital capabilities and specific digital capabilities.
Leading digital transformation through an Agile Marketing Capability: the case of Spotahome
Scholars and practitioners both acknowledge that agility is crucial in leading a digital transformation effort. However, empirical and theoretical research on agile capabilities in an international
Marketing technology for adoption by small business
The adoption of technology for marketing is essential for the survival of small businesses and yet little is understood about owner-manager practice in this area. This paper aims to address that gap
From Floating to Leading: The Transformation of Digital Marketing Capabilities Through ICT Uptake in Tourism SMEs
TLDR
A key finding of the study is that the use of ICT-based tools transforms digital marketing capabilities from a set of abilities that enables tourism SMEs not only to float in a web-marketing stream, but also to lead such a stream.
Digital Marketing Suggestions for Companies
The use of the internet in the business world, changes in communication technologies, digitalization in business processes, and adapting Industry 4.0 require enterprises to keep up with this
Digital marketing adoption and success for small businesses
Purpose This paper aims to examine small business’ participation in digital marketing and to integrate the do-it-yourself (DIY) behavior model and technology acceptance model (TAM) so as to explore
...
...

References

SHOWING 1-10 OF 30 REFERENCES
The internet and international marketing
Purpose – This paper aims to provide a link between the concepts of internationalization and internetalization, since both have become an e‐business.Design/methodology/approach – This study extends a
Strategic Responses to New Technologies and Their Impact on Firm Performance
Modern corporations must adopt and assimilate new technologies to build and sustain competitive advantage. The authors develop a theoretical framework to understand the relationships among (1)
How do consumers evaluate Internet retail service quality
The conceptualization and assessment of service quality continues to play an important role in marketing for both academics and practitioners alike. This study extends the service quality literature
Practitioner prognostications on the future of online marketing
Abstract In arguably the most dynamic period in the history of marketing, and in particular the management of marketing communication, the challenges and opportunities presented by online marketing
Succeeding with brands on the Internet
This paper focuses on some of the issues involved in brand building on the Internet. A new mindset is needed to execute an on-line branding strategy which thinks more about enhancing benefits to
Organising for the interactive marketing of tomorrow
The author argues that consumer expectations are being redefined, while technologies are enabling new marketing capabilities which meet and feed these expectations. In particular, consumers want more
A cross‐cultural analysis of German, Chinese and Indian consumers' perception of web site adaptation
The aim of this study is to provide empirical evidence, using the theory of planned behavior, as to whether local consumers prefer culturally adapted web sites or standardized web sites The study
E-performance: The path to rational exuberance
Successful e-commerce companies are following tried-and-true principles from the brick-and-mortar world. Although many e-commerce companies collect cost and usage data about their World Wide Web
...
...