The Coopetition of IT and Marketing Interface in Firms from Emerging Economy

Abstract

This qualitative study aims to explore the effects of organizational internal antecedents such as marketing capabilities and IT capabilities mediated by cross-functional coopetition (cooperation and competition) on the different aspects of the organizational performance including economic performance and non-financial performance. Four areas of integration are a core premise of this study (i.e., marketing capabilities, IT capabilities, coopetition, and firm performance). As an inductive approach, based on the Resource-based View theory (RBV) and Social Network Theory (SNT), a conceptual design methodology of organization capability is conducted from the organization perspectives. The proposed framework deliberates that coopetition improves ability to perform between marketing function and IT function in this emerging economy. The findings provide the evidences that strengthening cross-functional coopetition has contributed in both financial and non-financial performance. The paper contributes to marketing and management discipline by extending the RBV and SNT theory on how key resource can be used to enhance firm