earticle

영어

In recent decades, an increasing number of scholars and practitioners have focused on the concept of market orientation (MO) and its effect to firm performance (Harris et al.,2001; Uncles, 2011). Firms are increasingly investing in advanced firm-level information technologies to improve synchronization and integration across the entire business process (Yu, 2015). Significant investments were made each year by businesses in information technology (IT) (Powner, 2013). In fact, despite the notion that effective integration can contribute to firm performance, the nature and implications of the integration of marketing and information technologies have not been empirically investigated at great length in the literature (Kozlenkova et al., 2015). And have not yet been examined within the e-marketing context specifically. We aim to contribute to the growing body of literature emphasizing a capabilities-based view by developing and testing a model that informs future theoretic and empirical examinations of e-Marketing capability. To achieve this goal, the current study presents and empirically tests a model of how several idiosyncratic resources can be exploited to positively influence marketing performance. This study, focuses on e-marketing in terms of integrated MO, which understands both expressed and latent customer needs or delivers superior value to customers. The subsequent section presents an empirical study testing the hypotheses. The final section discusses the findings, theoretical and managerial implications.