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dc.contributor.convenorProfessor Peter Thirkell (Chair)
dc.contributor.authorMuthaly, Siva
dc.contributor.authorVoola, Ranjit
dc.contributor.authorRugimbana, Robert
dc.contributor.editorProfessor James Wiley, Conference Editor
dc.date.accessioned2018-04-03T01:37:52Z
dc.date.available2018-04-03T01:37:52Z
dc.date.issued2004
dc.date.modified2009-11-12T07:26:17Z
dc.identifier.urihttp://hdl.handle.net/10072/2298
dc.description.abstractAdoption 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.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoen_AU
dc.publisherAustralian & NewZealand Marketing Academy (ANZMAC)
dc.publisher.placeWellington, NZ
dc.publisher.urihttps://anzmac.wildapricot.org/
dc.relation.ispartof0
dc.relation.ispartofconferencenameANZMAC 2004
dc.relation.ispartofconferencetitleANZMAC 2004 Marketing Accountabilities and Responsibilities -Procceedings (Published online)
dc.relation.ispartofdatefrom2004-11-29
dc.relation.ispartofdateto2004-12-01
dc.relation.ispartoflocationWellington, New Zealand
dc.subject.fieldofresearchcode350204
dc.titleMarket Orientation, e-Business Adoption and Competitive Advantage: A Partial Least Squares Model.
dc.typeConference output
dc.type.descriptionE1 - Conferences
dc.type.codeE - Conference Publications
dc.description.versionPublished
gro.rights.copyright© 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).
gro.date.issued2004
gro.hasfulltextFull Text
gro.griffith.authorRugimbana, Robert


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