Marketing Capabilities in the Digital Environment. Consequences on the Performance of the Company

The purpose of this paper is to identify the effects of marketing capabilities in the digital environment on the company's performance. To test these effects, the data was obtained through a questionnaire-based survey on a sample of 38 companies that have operations in Romania. For the statistical processing of the data in the empirical research, we used the software program SPSS 23, and regarding the achievement of the objectives associated with the present research, the statistical analysis process of the data included several stages. The first stage is the calculation of the relative frequencies for the questions included in the questionnaire that concern aspects related to the firmographic characteristics linked to the investigated sample: the origin of the firm's capital, the number of employees, the turnover, the weight of the turnover realized on the account of legal and physical persons and the economic sector in which they carry out their activity. In the second stage, the reliability of the measurement scales used to deal with the constructs investigated in the present research was tested using the Cronbach coefficient α. In order to test the research hypotheses considered in this research, in the next stage, we used the confirmatory factorial analysis, with which we tested the factorial load of each item, and subsequently, we aggregated the respective items. The results suggest that the marketing capabilities in the digital environment have a positive effect on the 3 dimensions of performance analysed in this article (performance of customer relations, performance of the marketing of the company, the financial performance of the company) in an emerging economy.

JEL classification: M31.