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The utilization of BDA in digital marketing strategies of international B2B organizations from a dynamic capability´s perspective : A qualitative case study

In B2B organizations, the adoption of digital marketing strategies has increased, leading to the collection of large amounts of data, big data. This has enabled the use of big data analytics, BDA, to uncover valuable insights for digital marketing purpose. Yet, there is limited research on how the B2B organizations integrate and utilize BDA in their digital marketing strategies, especially in the international context. This study aimed to address this research gap by examining how international B2B organizations integrate and utilize BDA in their digital marketing strategy, employing a dynamic capabilities perspective. The methodology of qualitative case study was applied, focusing on two established Swedish B2B organizations with an international presence. Empirical data was collected through semi-structured interviews and complemented with document analysis. Through abductive approach and hermeneutic interpretation, the findings show that despite the need for internal structural improvements, international B2B organizations are actively integrating BDA into their digital marketing strategies. By developing new routines and skills, these organizations can navigate the challenges posed by BDA while harnessing its benefits. Additionally, a framework comprising 10 practices in which international B2B organizations leverage BDA is proposed.

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hh-53777
Date January 2024
CreatorsJonsdottir, Hugrun Dis
PublisherHögskolan i Halmstad
Source SetsDiVA Archive at Upsalla University
LanguageEnglish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

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