INFORMATION RESOURCES AND PROFESSIONALS´ PERFORMANCE ON DIGITAL COMMUNICATION MARKETING
Abstract
Advertisers dealing with digital marketing should be deeply informed in specific publications so that they continue being competitive, producing low-cost solutions and meeting their stakeholders´ expectations. However, the manner these professionals assess information resources should be better understood. From the point of view of the Resource-Based Vision and understanding the importance of organizational legitimacy, current article discusses how financial resources, such as specialized publications, are employed by firms for competitive advantages. Structured interviews with fifteen digital marketing advertisers of medium- and small-sized firms in the state of Paraná, Brazil, with local and national activities, were undertaken. A content study and a specific analysis on The SoDA Report were prepared. Results show that its relevance is linked to the issue of legitimation that it confers to the firms. Analysis of information in publications provided their degree in value, scarcity, inimitable and organizationally exploitability. Information resources actually attended to the above-mentioned criteria according to their relevance and in proportion to their origin from a reliable source. Current paper broadens RBV literature since it reveals that degree information resources are valorized, especially in conferring legitimacy, which is indispensable within a dynamic market.References
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