Market Orientation, e-Business Adoption and Competitive Advantage: A Partial Least Squares Model.

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Author(s)
Muthaly, Siva
Voola, Ranjit
Rugimbana, Robert
Griffith University Author(s)
Year published
2004
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Adoption of e-business, its antecedents and consequences are of importance to marketing
theorists and practitioners. Founded on the Resource Based View, this paper hypothesises
that reactive and proactive market orientation, conceptualised as capabilities, positively
effect e-business adoption and competitive advantage. By applying the partial least squares
technique, this paper empirically validates these hypotheses. The findings suggest that the
firms intending to adopt e-business should ideally develop capabilities such as reactive
market orientation and proactive market orientation. Implications for the vendor firms
include ...
View more >Adoption of e-business, its antecedents and consequences are of importance to marketing theorists and practitioners. Founded on the Resource Based View, this paper hypothesises that reactive and proactive market orientation, conceptualised as capabilities, positively effect e-business adoption and competitive advantage. By applying the partial least squares technique, this paper empirically validates these hypotheses. The findings suggest that the firms intending to adopt e-business should ideally develop capabilities such as reactive market orientation and proactive market orientation. Implications for the vendor firms include segmenting their potential clients based on these capabilities when developing a strategy to market e-business technologies.
View less >
View more >Adoption of e-business, its antecedents and consequences are of importance to marketing theorists and practitioners. Founded on the Resource Based View, this paper hypothesises that reactive and proactive market orientation, conceptualised as capabilities, positively effect e-business adoption and competitive advantage. By applying the partial least squares technique, this paper empirically validates these hypotheses. The findings suggest that the firms intending to adopt e-business should ideally develop capabilities such as reactive market orientation and proactive market orientation. Implications for the vendor firms include segmenting their potential clients based on these capabilities when developing a strategy to market e-business technologies.
View less >
Conference Title
ANZMAC 2004 Marketing Accountabilities and Responsibilities -Procceedings (Published online)
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Copyright Statement
© The Author(s) 2004. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this conference please refer to the conference’s website or contact the author(s).