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Moderating Role Of E-Marketing On The Consequences Of Market Orientation In Iranian Firms

Author

Listed:
  • Mohammad RAOOFI

    (Islamic Azad University, Karaj branch, Iran)

Abstract

In the modern world use of technology in the marketing activities of all types of organizations have increased, it is important to know the extent to which electronic marketing moderates the impact of market orientation on firm marketing competencies which are, in turn, related to firm performance. Drawing on the strategic management and information technology literature, the author designed a survey to ascertain how e-marketing moderates market orientation from the marketing competencies relationship on one hand to the marketing competencies and firm performance relationship on the other. One hundred manufacturing owner-managers in Iran were investigated. The results reveal that e-marketing translates more into firm performance when supported by organizational culture and behavioral dispositions like market orientation, and that e-marketing also moderates the relationship between marketing competencies and firm performance. The author also discusses the managerial and public policy implications of the findings. Overall, there seemed to be more emphasis on the production strategy factors than marketing factors as a means to gaining competitive advantage.

Suggested Citation

  • Mohammad RAOOFI, 2012. "Moderating Role Of E-Marketing On The Consequences Of Market Orientation In Iranian Firms," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 301-316, November.
    • Handle: RePEc:aio:manmar:v:x:y:2012:i:2:p:301-316
    as

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    File URL: http://manmar.ucv.ro/Arhiva%20articole/2012/Volume%20X%2C%20issue%202-2012/10-2-2-12_FFF.pdf
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    References listed on IDEAS

    as
    1. Booth, Marilyn E. & Philip, George, 1998. "Technology, competencies, and competitiveness: The case for reconfigurable and flexible strategies," Journal of Business Research, Elsevier, vol. 41(1), pages 29-40, January.
    2. Jeffrey S. Conant & Michael P. Mokwa & P. Rajan Varadarajan, 1990. "Strategic types, distinctive marketing competencies and organizational performance: A multiple measures‐based study," Strategic Management Journal, Wiley Blackwell, vol. 11(5), pages 365-383, September.
    3. Paul D. Ellis, 2006. "Market Orientation and Performance: A Meta‐Analysis and Cross‐National Comparisons," Journal of Management Studies, Wiley Blackwell, vol. 43(5), pages 1089-1107, July.
    4. Hooley, Graham J. & Greenley, Gordon E. & Cadogan, John W. & Fahy, John, 2005. "The performance impact of marketing resources," Journal of Business Research, Elsevier, vol. 58(1), pages 18-27, January.
    Full references (including those not matched with items on IDEAS)

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    Keywords

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    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M12 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Personnel Management; Executives; Executive Compensation

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