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

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    27292_1.pdf (135.5Kb)
    Author(s)
    Muthaly, Siva
    Voola, Ranjit
    Rugimbana, Robert
    Griffith University Author(s)
    Rugimbana, Robert
    Year published
    2004
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    Abstract
    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 ...
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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 segmenting their potential clients based on these capabilities when developing a strategy to market e-business technologies.
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    Conference Title
    ANZMAC 2004 Marketing Accountabilities and Responsibilities -Procceedings (Published online)
    Publisher URI
    https://anzmac.wildapricot.org/
    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).
    Publication URI
    http://hdl.handle.net/10072/2298
    Collection
    • Conference outputs

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