This report, focusing on Saudi Arabia, investigates the impact of Information and Communication Technology (ICT) adoption on marketing capabilities and overall business performance. The study explores the positive and negative effects of ICT, examining its influence on organizational effectiveness, communication, and data management within businesses. It addresses research gaps by providing a comprehensive analysis of ICT adoption, including its implications for small and medium enterprises (SMEs). The report covers the significance of ICT in enhancing market capabilities, reducing communication barriers, and improving customer services. It also highlights the potential challenges, such as data security and privacy concerns, associated with ICT implementation. The research includes a literature review, research questions, aims, and objectives to understand the current state of ICT adoption and its effects on business in Saudi Arabia. The report also provides recommendations for companies to manage the negative impacts of ICT and enhance business performance.
![[object Object]](/_next/static/media/star-bottom.7253800d.svg)
