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Information technology and e-business marketing strategy

Author

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  • Mohamad Reza Sanaei

    (Islamic Azad University)

  • Farzad Movahedi Sobhani

    (Islamic Azad University)

Abstract

The advancement of information technology and its benefits for organizations have made the field of e-business marketing competitive and successful although there have been failures as well. Failure happens due to the use of constant strategies while the e-business environment is dynamic and in such a context, strategy formulation and implementation is a challenge for e-business organization. In this research a questionnaire was designed by reviewing the literature and interviewing experts. Analyzing the collected data, the e-business key strategy factors such as technology, information systems, risk management and compliance were extracted. In the next stage, these key factors were presented as the e-business marketing strategy model. The results suggested that dissimilar dimensions of e-business strategy factors may not be equally conducive to different marketing strategies. In particular, risk management has an insignificant relationship with any of the marketing strategies; while high level of compliance is positively associated only with a focus strategy. IT governance is positively associated with price leadership and differentiation strategies but linked negatively with focus strategy.

Suggested Citation

  • Mohamad Reza Sanaei & Farzad Movahedi Sobhani, 2018. "Information technology and e-business marketing strategy," Information Technology and Management, Springer, vol. 19(3), pages 185-196, September.
    • Handle: RePEc:spr:infotm:v:19:y:2018:i:3:d:10.1007_s10799-018-0289-0
    DOI: 10.1007/s10799-018-0289-0
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