Les cahiers du CREAD
Volume 37, Numéro 4, Pages 131-153
2021-12-30

Marketing Capabilities And Entrepreneurship: The Moderating Role Of Information Technology Capabilities In Selected Banks In Algeria



Authors : Ghezali Fatima . Boudi Abdessamad .

Abstract

The purpose of this article is to study the relationship between operational marketing capabilities (new products and service development, effective price and the development of distribution channels and marketing communications) and entrepreneurship. In addition, the study attempted to address the moderate impact of IT capabilities on the relationship between marketing capabilities and entrepreneurship. In order to achieve the objectives of the study, a database consisting of (148) questionnaires distributed among the managers working in the upper and middle departments in some major Algerian banks was used. To test the study hypotheses, simple regression was used with moderate multiple regression. The results concluded that there is a direct impact of the marketing capabilities on entrepreneurship, in addition to the fact that the information technology capabilities in banks and their interaction with the marketing capabilities contributed greatly to promoting entrepreneurship in the studied banks.

Keywords

Marketing capabilities ; Information technology capabilities ; Entrepreneurship

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