Technology Driven Talent Management Improving Strategic Marketing Performance Through Organizational Sustainability in IT Organizations

Abstract

Technology-enabled talent management has been found as a good strategy to enhance the skills of employees in the IT sector. Though the concept has been gaining importance in recent times, not much empirical evidence exists about how it impacts the strategic marketing performance and how organizational sustainability affects this relationship. This paper examines the direct and indirect impact of technology-enabled talent management, organizational sustainability, and strategic marketing performance on each other. A quantitative methodology was adopted for the current study. Data were gathered from 234 individuals employed in IT firms. First, the measurement model was analyzed for reliability and validity. From the results, it is evident that there is a positive and statistically significant effect of technology enabled talent management on strategic marketing performance (β = 0.298, t = 4.609, p < 0.001) as well as organizational sustainability (β = 0.460, t = 9.382, p < 0.001). Moreover, organizational sustainability positively influences strategic marketing performance (β = 0.381, t = 6.005, p < 0.001). The mediation test shows that organizational sustainability partly mediates the impact of technology-enabled talent management on strategic marketing performance (β = 0.175, t = 5.000, p < 0.001). The implications of the findings are that organizations can perform well in their marketing endeavors either through technology enabled talent management or through organizational sustainability. The contribution of the study includes providing insights into the RBV and Dynamic Capabilities Theory, where organizations are advised to integrate digital talent management with sustainability of their operations. The results also give some suggestions for managers as well as future studies in the field.