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Traing Orientation Essay

5234 words - 21 pages

The Impact of market orientation on business performance and website adoption: a study among iranian smeS
Yasaman Darabi
Division of Industrial Marketing and E-commerce, Tarbiat Modares University, Tehran, Iran

ABSTRACT

Studying the impact of market orientation on business performance has been a popular research topic in recent years. However, there seems to be a lack of empirical studies that measure market orientation in an e-commerce environment. According to previous studies market orientation is a prerequisite for a successful business operation, but actually there is not enough evidence in support of this relationship in an Iranian context and particularly about the impact of market ...view middle of the document...

Among non-website adopters, behavioral intention, perceived usefulness and perceived ease of use are not found to have any positive impact on website adoption. Managers of both sample groups have a positive attitude toward having websites while this attitude is found to be greater among website adopters than non-website adopters. Furthermore, website adopters report that having website would enhance their job performance and effectiveness while non-website adopters believe websites is not so helpful in their jobs.

KEYWORDS

Marketing, Internet marketing, Market orientation, Business performance, Website adoption, Small and Medium-Sized Enterprises (SMEs).

1. INTRODUCTION

The prevalent business environment is highly competitive and is characterized by such norms as the globalization and deregulation of markets, aggressive competition and ever-rising expectations of customers. To compete and survive in the severely competitive global marketplace, firms have to pay more attention to the needs of customers. They must constantly innovate in every aspect of their business including new technology adoption particularly websites and also need to continuously seek improvements in their products and services so as to ensure a positive performance. As a result many firms are changing their business operations from a production-oriented approach to a market-oriented approach. In this context the importance of the marketing concept as a central tenant of marketing has been discussed by many authors for decades (Felton, 1957; Houston, 1986; Levitt, 1975). Market orientation is grounded in the marketing concept and is the cornerstone of marketing management and the marketing strategy paradigm (Hunt, 2000). The marketing Science Institute has recognized the importance of market orientation for many years, and today it remains a research priority. Since the inception of the marketing concept, there have been studies linking a number of individual constructs to market orientation. These include the linkage between market orientation and business performance that has been strongly investigated in the literature, especially, in developed countries like the United States. One of the main objectives of this paper is to examine this relationship between these two constructs in the transitional economy of Iran.
In recent years the internet has received significant attention both as a technological innovation and as a useful tool to collect market information. Indeed, the internet has achieved very rapid diffusion throughout many sectors of society. The internet represents an extremely efficient medium for accessing, organizing and communicating information (Hamill, 1997). It is believed that companies that are more market oriented and therefore exhibit more concern in gathering information about customers and competitors are more willing to use the internet and seek to establish their presence on the internet by having a website at an early stage. The other...

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