Concepedia

The role of absorptive capacity in the use of digital marketing analytics for effective marketing decisions

Marina Proença, Tomás Sparano Martins

Journal of Marketing Analytics · 2023 · 15 citations · 45 references

Open access

Concepts

BusinessMarketingMarketing ManagementDigital MarketingMarketing AnalyticsMarketing StrategyAbsorptive CapacityAnalytics StrategyData-driven Decision MakingDigital Marketing AnalyticsDigital Marketing StrategyAbsorptive Capacity MeasurementDigital Absorptive CapacityFirm-level Absorptive CapacityIndividual Absorptive CapacityIt Absorptive CapacityPotential Absorptive CapacityRealized Absorptive Capacity

References

45

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Social Sciences, Psychology, Social Psychology +11

Absorptive Capacity: A New Perspective on Learning and Innovation

Wesley M. Cohen, Daniel A. Levinthal · Administrative Science Quarterly · 1990 · 34.5K citations

Management, Knowledge Management, Strategy +17

A new criterion for assessing discriminant validity in variance-based structural equation modeling

Jörg Henseler, Christian M. Ringle, Marko Sarstedt · Journal of the Academy of Marketing Science · 2014 · 33.7K citations · Full text

Social Sciences, Behavioral Sciences, Method Validation +15

A primer on partial least squares structural equation modeling (PLS-SEM)

Adrián Leguina · International Journal of Research & Method in Education · 2015 · 19K citations

Natural Sciences, Behavioral Sciences, Psychology +10

Absorptive Capacity: A Review, Reconceptualization, and Extension

Shaker A. Zahra, Gerard George · Academy of Management Review · 2002 · 7.8K citations

Management, Knowledge Management, Strategy +12