Effects Of ICT Adoption On Marketing

RESEARCH 0
The effects of ICT
adoption on marketing
capabilities and
business in Saudi
Arabia

RESEARCH 1
Table of Contents
Research title............................................................................................................. 2
Introduction................................................................................................................ 2
Problem statement.................................................................................................. 5
Research questions................................................................................................. 6
Research aims and objectives.................................................................................6
Research aim....................................................................................................... 6
Objectives............................................................................................................ 6
Research contribution............................................................................................. 7
Literature review........................................................................................................ 7
ICT adoption and market capabilities......................................................................7
Role of ICT in the business performance...............................................................11
References............................................................................................................... 16

RESEARCH 2
Research title
The effects of ICT adoption on marketing capabilities and business in Saudi
Arabia
Introduction
The term ICT is defined as information and communication technology that
is used in the business communities for enabling modern computing. ICT
encompasses both the internet-enabled sphere and mobile device powered
by wireless sensor networks. It is capable to control and handle
communication-related issues in the companies by which managers can lead
business performance in a reliable manner. Ahmad, (2019, 1-5) reported
that information and communication technologies have delivered new
platforms for companies to process, transfer and process information with
their stakeholders in the communities. Previous investigations demonstrate
the positive and negative impacts of the ICT adoption for the business
communities and marketing abilities.
This proposed research will critically review the significance of ICT based
systems on business performance and market capabilities. It is argued that
the involvement of ICT networks not only enhance effectiveness but also
help business communities to enhance customer services in Saudi Arabia.
According to Ali (2012, 78-96), the lack of communication is a major
problem faced by the companies and ICT is capable to provide effective
communication systems by which customers can solve queries in less time
and companies can manage work effectively in Saudi Arabia. There has
been a rising interest in marketing ability investigations and the
consequences of marketing abilities on business performance have
emerged. The previous investigations provided information about ICT and
their role in the business communities but this research will deliver depth

RESEARCH 3
information in the context of ICT adoption and identify the impact of ICT
networks on the market capabilities and business performance.
It is reported that ICT involvement has significant impacts on the
productivity and performance of the companies. However, the context of the
investigation generally focuses on the larger communities where ICT
networks and communication technologies can be used for managing data
of the consumers. Most of the investigations of technological importance in
companies emphasize merely the elements that contributed to ICT adoption
including e-commerce adoption challenges, communication-related issues,
data security problems and many more. Hence, there is a research gap on a
comprehensive investigation which connects elements that impact on the
ICT adoption. This research will address such gaps and provide a way to
understand the positive and negative sides of ICT adoption in the context of
market capabilities and organizational performance in Saudi Arabia.
Alkaline et al., (2013, 62-75) argued that ICT is an extensional term for
information knowledge that pressures the significance of unified
interactions and the integration of telecommunication networks. With the
help of communication technologies, companies can manage data storage
issues, transmission problems, and data handling challenges effectively. In
the last four years, more than 56% of business communities were adopted
ICT networks for managing larger datasets and addressing the
communication barriers among stakeholders and employees. This research
will help companies to enhance skills in the field of information and
communication technology and identify the positive and negative
implications of ICT adoption on the business and market capabilities. In this
modern generation, business process management is a dynamic area that is
growing using digital and communication technologies.
Advanced communication technology are helpful for business communities
to enhance the communication process and helps customers to solve

RESEARCH 4
problems in less time. Efforts for commercial procedures effectively were
started from the idea of commercial procedure re-engineering (BPR) that
has the potential to manage data processing related issues in an effective
manner. In this generation, ICT networks are beneficial for managing data
handling and communication issues and most of the companies are using
ICT for enhancing business performance. However, using ICT based
networks; companies can suffer from security threats as ICT uses internet
servers for performing data transmission by which criminals can easily
access computing networks and private details in Saudi Arabia.
Attom (2013, 13-28) examined that ICT brings innovation and a mindset of
change into business process management by which the complexity can be
reduced from the companies in Saudi Arabia. There are various kinds of ICT
technologies uses by organizations for enhancing market capabilities and
leading overall productivity. These technologies involve artificial
intelligence, cloud computing, big data, wireless sensor networks,
blockchain technology, the internet of things and many more. These kinds of
information technologies allow companies to accomplish the business
process and enhance market capabilities by analyzing and evaluating the
business processes in Saudi Arabia.
In this generation, such technologies are being involved in companies for
solving complex tasks in less time. Small and medium enterprises or
companies can play a significant character in the national economy of
developing countries and ICT is helpful for enhancing organizational
performance. ICT has become a significant resource of innovation and
enhancement of effectiveness for numerous sectors in Saudi Arabia. In the
business sector, ICT technology plays a major role where business
communities can perform data communication and manage larger data sets
in a reliable manner. In this era, more than 56% of business communities in
Saudi Arabia use ICT networks and systems and reported that the adoption
of ICT is beneficial from the perspective of the business.

RESEARCH 5
There are numerous advantages of ICT in the context of market capabilities
and business communities. These advantages include, more effective,
reduce communication barriers, provide effective services, and helps to
enhance organizational performance and many more. However, there are
several limitations of ICT that reduce the market capabilities and produce
issues in the business such as larger dependency on the internet,
misconfiguration of networks, lack of privacy and many more. In Saudi
Arabia, most of the business communities are moving towards information
technology in order to control the communication and data storing issues
and leading the organizational performance. In the last five years, the
numbers of investigations have been published that identifies the key
aspects of ICT and reported that the utilization of information technology is
an effective strategy by which the companies in Saudi Arabia perform
complex tasks effectively and address the barriers among customers and
employees.
Security is a major concern linked with the information technology by which
companies in Saudi Arabia may suffer from the data breach and hacking
related issues. Bayo‐Moriones Margarita Fernando, (2013, 1-6) examined
that various cyber-attacks occur in companies due to the involvement of ICT
networks such as a denial of service, malware, phishing, ransomware and
many more. All these effects on the privacy of data in the business and
reduce market capabilities and productivity.
Therefore, it is significant to use advanced and secured ICT technologies in
the companies and focus on the privacy concerns in order to address the
conflict-related problems. From recent literature, it is observed that the
lack of awareness about ICT is a major problem in the companies due to
which employees can access unauthorized networks and signals that impact
on the business process and reduce the privacy of computing networks. The
current study will help to examine the risk factors that lead security related
issues in the companies and provide effective recommendations in order to