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The article “Digital marketing capabilities in international firms: a relational perspective” by Wang (2020), is dedicated to the analysis of digital marketing capabilities (DMCs) of a range of companies. Wang (2020) investigates the correlation between the performance outcomes of DMCs and the size and entrepreneurial orientation of a company. The conclusions of the paper are based on the examination of the adoption of digital technologies in marketing in 167 international businesses. The key point of the article is that strong entrepreneurial orientation results in more effective implementation of digital capabilities in marketing. Besides, strong digital capabilities enable small companies to perform at the same level as medium-sized ones and, thus, increase their profit. From this, it could be inferred that according to the research conducted by Wang (2020), in the modern world, firms would be better off applying digital tools in marketing strategies.
The emergence of new technologies and the growth of economic interconnectedness between countries all over the globe leads to the evolution of global marketing and digitalization of it. The utilization of global marketing strategies enables a firm to achieve target audiences worldwide and expand the size of potential consumers. Digitalization is evident in the active use of social media, emails, mobile apps, and websites for the purpose of marketing. From the research conducted by Wang (2020), it is possible to conclude that the more digital tools a company applies in its marketing strategy, the better it would perform and the more profit it would make. At the same time, it is essential not to forget about the importance of a firms leadership in the implementation of marketing strategies. The administration of a company should be a driving force that promotes the application of digital marketing in the global context.
Reference
Wang, F. (2020). Digital marketing capabilities in international firms: A relational perspective. International Marketing Review, 27(3), 559-577.
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