earticle

영어

Simultaneous external and internal market orientation of internet marketing activities facilitate theprocess of acquiring and disseminating information relating to external and internal customers; suchinformation represents strengths and weaknesses of the firm’s ability to meet the opportunities andthreats apparent in the external market. These performance effects are a consequence of theenhanced level of inter-functional coordination resulting from the information. The results from anempirical test are as follows. Simultaneous internal and external market orientations resulted inboth increased information sharing and enhanced inter-functional coordination, but inter-functionalcoordination does not have positive impact on internet marketing success. However, the informationsharing directly has positive impact on internet marketing performance.