Product adoption · Empirical longitudinal case study of technology adoption and process transformation.
Dynamics of marketing automation adoption for organisational marketing process transformation: the case of Microsoft
International Journal of Electronic Customer Relationship Management · 2020
Summary
Automation adoption was iterative and depended on process redesign, data integration, and organizational coordination rather than software installation alone.
For your marketing
Possible founder application
Use as a bounded example of dynamics of marketing automation adoption for organisational marketing process transformation: the case of microsoft; compare its context and design with your own market before applying its result.
Reported result
What the study found
Automation adoption was iterative and depended on process redesign, data integration, and organizational coordination rather than software installation alone.
Research question
What the authors investigated
Dynamics of marketing automation adoption for organisational marketing process transformation: the case of Microsoft?
Design
Empirical longitudinal case study of technology adoption and process transformation.
Sample and setting
Microsoft organizational marketing processes and marketing-automation implementation.
Scope and transfer
Limitations to keep in view
Single-case evidence and qualitative process data limit statistical generalization and independent causal attribution. The accessible publisher page was used for this listing; correction history was not independently checked.
Research sources
Crossref DOI record identifies a peer-reviewed empirical study of marketing-automation adoption in an organizational case. Publisher page was directly retrieved; detailed full-text methods were not independently verified.