Investigating and validating the innovative business model based on digital marketing capabilities in industrial companies

August 31, 2024بازاریابی خدمات عمومیOpen Access

View Full Paper

Ask AI

Bookmark

Share

Key Points

The research aims to investigate and validate an innovative business model leveraging digital marketing capabilities within industrial companies.
Mixed-methods approach using both qualitative and quantitative research.
Qualitative assessment through grounded theory and systematic method by Strauss and Corbin.
Quantitative analysis employed descriptive-correlational methods with 306 industrial managers sampled randomly.
The innovative business model based on digital marketing capabilities was deemed valid.
Reliability of the custom-built questionnaire was established at 0.79.
Data analysis utilized structural equation modeling with SPSS and AMOS software.

Mixed-methods research validates an innovative digital marketing business model in industrial firms, suggesting robust applicability.

No abstract yet. The journal hasn't published one we can show.

No takes yet. Share an insight, caveat, or question.

nasab et al. (2024) studied this question.

View Full Paper

Ask AI

Bookmark

Share