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Effectual and causal reasoning in the adoption of marketing automation
استدلال اثربخش و علیتی در اتخاذ اتوماسیون بازاریابی-2020 Research on technology adoption in organizations traditionally assumes that these organizations follow rational,
strategic and planned adoption processes. However, a gradually emerging view is that the adoption of technology
is also characterized by entrepreneurial or effectual reasoning, primarily due to technological and market
uncertainties that call for more agile and experimental approaches at the digital age. Drawing on effectuation
theory, we develop a research framework to examine the managerial reasoning during the adoption of marketing
automation technology. Based on the results of a comparative multiple-case study on four large-sized industrial
firms, we develop a maturity model of marketing automation adoption and show that even large-sized B2B
companies apply effectual reasoning, which problematizes the rationality assumption in the technology adoption
literature. Second, we show that during the adoption process, organizations dominant reasoning mode follows
an iterative pattern in which the adopting organization moves back and forth between effectuation and causation.
Finally, we identify five key domains of marketing automation (customer knowledge, information systems
infrastructure, analytics, interdepartmental dynamics and change management) and describe their gradual
evolution at different stages of the adoption process. Keywords: Agile implementation | Business-to-business (B2B) marketing | Case study | Effectuation | Marketing automation | Technology adoption |
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