Tracing customer orientation and marketing capabilities through retailers’ websites: A strategic approach to internet marketing

In developing countries, small and medium sized enterprises play an important role in economic development by increasing production, employment and exports, but due to limited financial resources, they always have to pursue strategies and competitive advantages for survival and to maintain expand their market share. The purpose of this study was to investigate the impact of SMEs Internet marketing capabilities on their export performance. Research method is based survey and the research technique is based on standard questionnaire. The statistical population of the study consisted of managers of 210 small and medium export companies in one of the industrial cities of Tehran province. Using Cochran formula, 130 questionnaires were delivered among managers.Using Structural equations Modeling and LISREL software, a conceptual model of the impact of internet marketing capabilities on export performance was investigated by accessing business-related information and IT infrastructure and customer-orientation on export performance. The results of the research indicate that Internet marketing has a directly positive and significant effect and through the variables of access to information and infrastructure of the company's technology and customer-orientation on the performance of the export of small and medium sized enterprises and also, customer orientation in these companies is more important than other two variables.

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Business Education in Hong Kong

Review of Pacific Basin Financial Markets and Policies ◽

10.1142/s0219091598000338 ◽

1998 ◽

Vol 01 (04) ◽

pp. 555-568 ◽

Cited By ~ 1

Author(s):

Chi-Fai Chan ◽

Chan-Leong Chan ◽

Wai-Lam Cheng

Keyword(s):

Hong Kong ◽

Curriculum Design ◽

Customer Orientation ◽

Business Schools ◽

Internal Marketing ◽

Educational Goals ◽

Network Marketing ◽

Strategic Approach ◽

Extra Curricular Activities ◽

Marketing Approach

There is a big demand for business talents in Hong Kong. Nevertheless, business schools are not producing what businesses in the Special Administration Region (SAR) need. For this reason, administrators in business schools should adopt a strategic approach when they formulate their educational goals and strategies. Several key elements which are essential to the success of business schools are discussed in this paper: customer orientation, capabilities development, and relationship and network marketing. Based on the strategic approach, a number of recommendations are made: namely, the initiation of a student intake campaign, and the emphasis on better curriculum design, extra-curricular activities, alumni activities, and the adoption of an internal marketing approach.

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The influence of internet marketing capabilities on international market performance

International Marketing Review ◽

10.1108/imr-04-2018-0146 ◽

2020 ◽

Vol 37 (3) ◽

pp. 447-469

Author(s):

Chia-Ling (Eunice) Liu ◽

Yingying Zhang-Zhang ◽

Pervez Nasim Ghauri

Keyword(s):

Market Performance ◽

International Market ◽

Internet Marketing ◽

Customer Management ◽

Marketing Capabilities ◽

Content Type ◽

International Performance ◽

Management Culture ◽

Strategic Orientations ◽

Knowledge Internalization

PurposeThe paper aims to explore the influential path of internet marketing capabilities impacting international market performance. The paper further investigates the mitigating roles of market- and entrepreneurial-oriented behaviors and knowledge internalization in this relationship. The effect of internet use for customer management on internet marketing capabilities is also examined.Design/methodology/approachA total of 618 firms with sales in international markets were approached to participate. Data were collected from a sample of 132 Taiwanese firms and analyzed using a structural equation model.FindingsUse of internet for customer management positively influences internet marketing capabilities. The results also support the positive impacts of internet marketing capabilities on market- and entrepreneurial-oriented behaviors. Knowledge internalization mediates the relationships between market- and entrepreneurial-oriented behaviors and international market performance.Research limitations/implicationsThis paper’s investigation of the role of internet marketing capability in international market performance contributes to online internationalization, strategic orientations and organizational learning theory.Practical implicationsManagers should focus on developing internet marketing capabilities in management culture and fostering market- and entrepreneurial-oriented behaviors to facilitate knowledge internalization for better international performance.Originality/valueThis paper contributes to the construction of an alternative and comprehensive mechanism to understand the influences of internet marketing capabilities on the firm’s international performance.

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The classification of customer- and brand-oriented marketing capabilities

TRANSNATIONAL MARKETING JOURNAL ◽

10.33182/tmj.v3i1.407 ◽

2015 ◽

Vol 3 (1) ◽

pp. 26-44

Author(s):

Katharina Buttenberg

Keyword(s):

Competitive Advantage ◽

Customer Orientation ◽

Theory Of The Firm ◽

Review Article ◽

Marketing Capabilities ◽

Brand Orientation ◽

Resources And Capabilities ◽

Inside Out ◽

Resource Based Theory

According to the Resource-Based Theory of the Firm, companies need to acquire and develop a unique set of resources and capabilities to gain a competitive advantage in the market. In the last decade, a number of studies have focused on marketing capabilities. However, there has been no clear classification between marketing capabilities directed towards the development of the brand from the inside out and customer-oriented capabilities, integrating the customer in the process. Purpose of this review is to clearly classify marketing capabilities and define the differences between brand-orientation and customer-orientation. A structure is proposed to better classify marketing capabilities and pave the way for further research. This review article is providing a structure for the Resource-Based Theory of the firm for improving the classification of resources and capabilities.

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СТРАТЕГІЯ ІНТЕРНЕТ-МАРКЕТИНГУ ІТ-ПРОДУКТУ НА РИНКУ B2C

Bulletin of the Kyiv National University of Technologies and Design Series Economic sciences ◽

10.30857/2413-0117.2020.4.9 ◽

2021 ◽

Vol 149 (4) ◽

pp. 92-100

Author(s):

Володимир І. Ординський

Keyword(s):

Marketing Research ◽

Effective Communication ◽

Internet Marketing ◽

The Internet ◽

Brand Knowledge ◽

Software Companies ◽

Strategic Approach ◽

Marketing Activities ◽

High Degree ◽

Use Of Internet

The article discusses the issues of developing an effective strategic approach to promoting IT products via the Internet on a B2C market to attain marketing goals. The study provides insights into the peculiarities and essential differences in marketing activities on a B2B and B2C markets along with revealing the specifics of using Internet marketing tools in a consumer market subject to specific features of an information technology product and a particular phase of a consumer’s purchase decision. The findings demonstrate that IT products are characterized by high degree of innovation and technological complexity which differentiates them from products in other areas of business. It is argued that the promotion of IT products on the Internet imposes a strategic approach to the selection of advertising channels and formats to ensure effective communication and achieving marketing goals. It is important that this process shall rely on the results of marketing research including the research on target audiences, competitors activities, and the effectiveness of particular tools for selecting advertising channels and formats that will ultimately contribute to reaching marketing goals. In this context, using Internet marketing tools for IT products is critical to build an effective communication system in the framework of a customer conversion funnel. It is noted that the use of Internet marketing instruments by software companies also has certain specifics driven by the conversion funnel and differentiation characteristics which make it differ from other areas of the IT market. The study findings highlight a significant role of a video format in building brand knowledge as well as in achieving conversion goals. The research results have important implications to IT companies, in particular to mobile applications developers, which can be utilized in designing product promotion strategies or while launching a new product into the market.

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Effect of strategic attitudes on marketing capabilities in Small And Medium Enterprises (SMES)

Social and Management Research Journal ◽

10.24191/smrj.v12i1.5242 ◽

2015 ◽

Vol 12 (1) ◽

pp. 24

Author(s):

Hamed Dehghanan ◽

Narges Jadidi

Keyword(s):

Structural Equation ◽

Customer Orientation ◽

Small And Medium Enterprises ◽

Marketing Capabilities ◽

Strategic Issues ◽

Certainty Level ◽

Competitor Orientation ◽

Organizational Architecture ◽

Medium Enterprises ◽

Positive Effect

Modern organizations need to use strategies and strategic thoughts to be successful in different and continuous challenges. Regarding the development and importance of strategic issues and their relationships with marketing activities of an organization, the present paper investigated the effect of strategic attitudes on marketing capabilities in active SMEs in detergent and cleaning products. Todoso, a standard questionnaire was designed and the data which have been gathered from 130 managers in active companies of this industry had been studied accordingly. The data were analyzed by structural equation method and Liserl software. The results showed the meaningful and positive effect of customer-orientation on expert marketing capabilities and related activities to the organizational architecture; meaningful and positive effect of competitor-orientation on expert marketing capabilities and related activities to the organizational architecture; and positive and meaningful effect of innovation-orientation on expert marketing capabilities with 95% certainty. But the effect of innovation-orientation on related activities to the organizational architecture was not meaningful at 95% certainty level.

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The Mediating Role for Improving Marketing Performance

Management Analysis Journal ◽

10.15294/maj.v10i1.34268 ◽

2020 ◽

Vol 9 (1) ◽

pp. 8-16

Author(s):

Devita Nurul Ulfa ◽

Murwatiningsih Murwatiningsih

Keyword(s):

Regression Analysis ◽

Customer Orientation ◽

Descriptive Analysis ◽

Research Result ◽

Population Data ◽

Total Sample ◽

Marketing Capabilities ◽

Analysis Method ◽

Mediating Role ◽

Marketing Performance

This research aims to examine the effect of marketing knowledge competence and customer orientation on performance of marketing toward marketing capabilities. The population data in this research is the hawkers of Tuin Van Java centre in Magelang City. The total sample is 127 respondents. This research using a saturated sampling. The data analysis method in this research using descriptive analysis, regression analysis, and path analysis with IBM SPSS versi 21. The research result shows that marketing knowledge competence and customer orientation had positive and significant influence on marketing performance through marketing capabilities. marketing capabilities are also able to mediate the effect of marketing knowledge competence and customer orientation toward marketing performance.

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Strategic study of Total Innovation Management and its Relationship with Marketing Capabilities in Palm Conversion and Complementary Industries

10.21203/rs.3.rs-244719/v1 ◽

2021 ◽

Author(s):

Neda Baniasadi ◽

Davood Samari ◽

Seyyed Jamal Farajollah Hosseini ◽

Maryam Omidi Najafabadi

Keyword(s):

Agricultural Development ◽

Customer Orientation ◽

Innovation Management ◽

Agricultural Products ◽

Survey Method ◽

Marketing Capabilities ◽

Analytical Research ◽

Research Questions ◽

Spss Software ◽

Strategic Study

Abstract Given the role and importance of processing and complementary industries in preventing waste from agricultural products, the establishment of such industries can be considered as one of the most appropriate solutions for agricultural development. For this purpose, the data were collected for data processing and complementary industries in the fields of packing, pricing, customer orientation, in south of Iran. Method: According to the goals and assumptions, descriptive-analytical research and its survey method is a survey. According to the Cochran formula, 155 people are involved in marketing, packaging and processing of palm in Kerman province. To answer the research questions. SPSS software and AMOS software were used to analyze the results. Findings "Local culture in packingUsing communication tools in marketing impact of customer-orientation approach are Top Priorities in "marketing Date" The "packaging" factor is the most important factor in the marketing development of date conversion and complementary industries.

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Strategic study of total innovation management and its relationship with marketing capabilities in palm conversion and complementary industries

Journal of Innovation and Entrepreneurship ◽

10.1186/s13731-021-00179-z ◽

2021 ◽

Vol 10 (1) ◽

Author(s):

Neda Baniasadi ◽

Davoud Samari ◽

Seyyed Jamal Farajollah Hosseini ◽

Maryam Omidi Najafabadi

Keyword(s):

Agricultural Development ◽

Customer Orientation ◽

Innovation Management ◽

Agricultural Products ◽

Survey Method ◽

Marketing Capabilities ◽

Analytical Research ◽

Research Questions ◽

Spss Software ◽

Strategic Study

AbstractGiven the role and importance of processing and complementary industries in preventing waste from agricultural products, the establishment of such industries can be considered as one of the most appropriate solutions for agricultural development. For this purpose, the data were collected for data processing and complementary industries in the fields of packing, pricing, customer orientation, in south of Iran. Method: According to the goals and assumptions, descriptive–analytical research and its survey method is a survey. According to the Cochran formula, 155 people are involved in marketing, packaging and processing of palm in Kerman province. To answer the research questions, SPSS software and AMOS software were used to analyze the results. Findings "Indigenous Knowledge in packing”. Using communication tools in marketing impact of customer-orientation approach are Top Priorities in "marketing Date". The "packaging" factor is the most important factor in the marketing development of date conversion and complementary industries.

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