The increasing digitalization of innovation activities is reshaping how marketing organizations practice innovation, and, to date, little research has studied the data-driven innovation capability of marketing. Given the essential role played by B2B marketing departments in new product and service development, this paper takes an abductive approach to elucidate how the data-driven innovation capability of marketing can be constructed by identifying its constituent elements and underlying processes. It draws upon the existing literature on digital marketing capabilities applied to innovation and 17 in-depth interviews with B2B managers. The paper proposes a capability model for the data-driven innovation capability of marketing that articulates building blocks according to three major phases: (1) ideation, (2) analysis, and (3) deployment. It reveals the resources and competencies for operationalizing three successive routines to: (1) generate a knowledge ecosystem, (2) disseminate data-driven insights, and (3) design an answer. Each routine is facilitated by three distinct learning mechanisms that (1) capture, (2) articulate, and (3) codify, throughout the innovation phases. Furthermore, potential enablers and consequences are identified to offer an overall process-oriented framework. This study provides valuable guidance to marketing managers by determining the critical resources, routines, and learning mechanisms for engaging in data-driven innovation.

中文翻译：

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探索B2B企业如何发展数据驱动的营销创新能力：走向能力模型和流程导向的方法

创新活动的日益数字化正在重塑营销组织实践创新的方式，而迄今为止，很少有研究研究数据驱动的营销创新能力。鉴于B2B营销部门在新产品和服务开发中发挥的重要作用，本文采用归纳法，通过识别其构成要素和底层流程来阐明如何构建数据驱动的营销创新能力。它借鉴了有关应用于创新的数字营销能力的现有文献以及对 B2B 经理的 17 次深度访谈。本文提出了一个数据驱动的营销创新能力的能力模型，该模型根据三个主要阶段阐明了构建模块：（1）构思、（2）分析和（3）部署。它揭示了实施三个连续例程的资源和能力：(1) 生成知识生态系统，(2) 传播数据驱动的见解，以及 (3) 设计答案。在整个创新阶段，每个例程都由三种不同的学习机制促进：(1) 捕捉、(2) 清晰表达、(3) 编纂。此外，还确定了潜在的推动因素和后果，以提供一个面向流程的整体框架。这项研究通过确定参与数据驱动创新的关键资源、例程和学习机制，为营销经理提供了宝贵的指导。