Despite the prominence of ethics in mainstream marketing literature, its position in business-
to-business (B2B) marketing continues to be underrepresented. In this article, we conduct a …

Fundamental shifts in business-to-business (B2B) buying behavior make digital content
marketing (DCM) a strategic priority for vendors, though firms struggle to achieve its full …

While data-driven innovation capabilities have received considerable attention from
academics and practitioners, there is insufficient longitudinal evidence on how they might …

Several studies have addressed the attributes necessary for an organisation to ensure
organisational competitiveness, but the literature on organisational agility is fragmented …

Shifting towards a more data-driven culture is a key antecedent of business success in
today's digital era. Previous research has paid attention to exploring the influence of …

The marketing mix (MM) is an integral part of a firm's marketing strategy sitting at the nexus
between a company and the marketplace. As such, it evolves together with the marketplace …

All marketing capabilities can be enabled by technology. One such technology–artificial
intelligence (AI)–holds significant potential for enabling marketing capabilities. While …

In the race to achieve market dominance and stay competitive in a disruptive and rapidly
changing business environment, many firms have invested significantly in data-driven …

The Journal of Marketing highly values research rooted in marketing questions and
problems experienced by key stakeholders. While some of the papers we receive have a …

This research examines how AI-powered capabilities can bring value to organizations by
enhancing their Adaptive Response to Market Changes (ARMC). Utilizing insights from …