Abstract
Purpose The purpose of this paper is to investigate the relationship between marketing mix (MM), information technology capabilities (ITCAP) and corporate entrepreneurship (CE). Additionally, the study has attempted to address the moderating influence of ITCAP on MM–CE relationship. Design/methodology/approach To achieve the objectives of the study, data was collected from managers working in the upper and middle departments in some major Algerian banks. To test the hypotheses of the study, simple regression and PROCESS macro with moderated multiple regression were used. Findings The results of the study revealed that the MM and ITCAP positively affect entrepreneurship, and the ITCAP of banks and their interaction with the MM contributed positively to promoting entrepreneurship for companies through the moderate influence of ITCAP on the relationship between the MM and CE. Research limitations/implications It is very difficult to present the generalization of the results of this study because some of the major banks mainly drove the study sample. Therefore, researchers are encouraged to test the proposed propositions further. Practical implications The results of the study suggested that policymakers in the banking sector in Algeria seriously consider developing the MM for its direct role in the CE. Specifically, the moderate role of ITCAP indicated that an effective alignment of the bank’s ITCAP with elements of the MM could enhance the entrepreneurship position of the bank. Therefore, it is necessary to pay attention to the importance of these factors to foster entrepreneurship in the services sector. Originality/value The role of MM in CE has been overlooked in the extant literature, especially in the emerging economies. In addition, this study extends the body of knowledge through evaluating the moderating role of ITCAP using the effect of interaction in PROCESS macro with moderated multiple regression for path analysis.
Highlights
Nations strengthen their economies by strengthening their financial institutions
This study examines the extent of the impact of information technology capabilities (ITCAP) on the relationship between marketing mix (MM) and entrepreneurship in the Algerian banking sector
Marketing mix and corporate entrepreneurship Our study shows that the variables of entrepreneurship are influenced by MM
Summary
There are many activists who collectively form the financial sector in Algeria. The banking sector accounts for 75% of Algeria’s financial system. This interest is attributed to the fact that banks in developing countries, especially Algeria, are the sole and main supplier of credit to public and private investment projects. 80% of the market value is occupied by public banks in Algeria (Rapport Annuel 2017 Banque Central Algerie). International and national businesses are constantly striving for growth, sustainability and entrepreneurship. Entrepreneurship is a challenge, and a necessity for all types of businesses today, making the market more competitive. Researchers and practitioners mutually agreed that marketing mix (MM) is an important consideration in determining entrepreneurship (Hultman and Hills, 2011; Sulistyo and Siyamtinah, 2016)
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