Title: Impact of internet of things on business policy: the mediating role of marketing intelligence capability

Authors: Ansar Abbass; Khalid Mehmood

Addresses: Department of Marketing, Dongbei University of Finance and Economics, China ' Department of Marketing, KU Leuven, Belgium; Center for Service Intelligence, Ghent University, Belgium; Faculty of Management Sciences, Ghazi University, Pakistan

Abstract: The internet of things (IoT) has become a topic of great interest for researchers and practitioners. Studies have shown that IoT can have a significant impact on business performance beyond its use as a tool for enterprise operations. As researchers continue to explore the business value of IoT, this study investigates the relationship between IoT and business policy from an organisational capability perspective. Specifically, the study examines the role of marketing intelligence competence in mediating the impact of IoT capability on business policy formation. To test this framework, the researchers conducted an empirical survey and analysed the data collected from 202 executives and managers working in different firms in Pakistan. The results confirmed the mediating role of marketing intelligence capability in the relationship between IoT capability and business policy formation. These findings have important implications for managers in understanding how IoT can affect their business policies.

Keywords: internet of things; IoT; marketing intelligence; business policy; organisational capability.

DOI: 10.1504/IJBIS.2023.131083

International Journal of Business Information Systems, 2023 Vol.43 No.1, pp.20 - 37

Received: 04 May 2020
Accepted: 08 Jun 2020
Published online: 26 May 2023 *

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