Exploring Technology and Organizational Capability from the Perspective of Marketing Intelligence

Amidst this present era of 4
^th
industrial revolution, the impact of intelligent technologies on organizational strategy gets multiplied both in direction and degree. Marketing Intelligence, which is the process of accumulating marketing information by amalgamating technology into organizational internal and external environment for the purpose of improving business performance, is quintessential for both capability building and enhancement. Literary studies categorizes technology components of marketing intelligence into domains of artificial & business intelligence, big data analytics and internet of things. Additionally, organizational capability of marketing intelligence is bifurcated into business strategy, competitive strategy, and customer strategy. This research study proposes to integrate the technology and organizational capability of business organizations. Furthermore, the impact of technology mix of marketing intelligence on organizational capability of businesses were also investigated.