Can IT Resources Enhance Channel Power in the Way of Information Searching and Sharing?

Abstract

Abstract:

Based on the RBV theory, this paper studies how two types of IT resources of a manufacturer influence its information searching and sharing, and its channel power. Three conclusions are drawn with the data of 99 samples. First, IT infrastructure resource has positive impact on information searching while has no significant impact on information sharing. Second, IT human resource has positive impact on both information searching and information sharing. Third, driven by the increasing efficiency of information searching and sharing, the channel power of the manufacturer will be enhanced. Finally, managerial suggestions on how to use IT to reinforce channel power are given according to these conclusions.

Key words: marketing channel, IT resources, information searching, information sharing, channel power

Zhang Tao, Zhuang Guijun. Can IT Resources Enhance Channel Power in the Way of Information Searching and Sharing?[J]. , 2017, 29(1): 134-143.

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