Marketing efficiency: a construct to evaluate strategic ICT adoption
by Sumant Kumar Tewari; Madhvendra Misra
International Journal of Business Excellence (IJBEX), Vol. 6, No. 6, 2013

Abstract: ICT is riding the high wave and businesses across the world have not remained untouched with this facilitation. ICT has now become a competitive tool as it significantly affects the business functions. This research is an exploration of relationship between ICT practices and marketing function in the Indian automotive industry. In order to achieve the objectives of this research, a research framework has been proposed. The dimensions of research construct have been developed through extensive literature review. A research hypothesis has been developed along with a validated and reliable data collection instrument. A convergent and discriminant validation and reliability of collected data have been ensured through rigorous statistical analysis. Structural equation modelling using AMOS tool has been conducted for the validation of proposed research framework. The results indicate that there is a strong relationship between ICT practices and marketing efficiency. Research methodology used in this research could be used for the exploration of relationship between different business activities.

Online publication date: Sat, 09-Nov-2013

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