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The effects of market orientation, technological opportunism, and e-business adoption on performance: A moderated mediation analysis

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  • Voola, Ranjit
  • Casimir, Gian
  • Carlson, Jamie
  • Anushree Agnihotri, M.

Abstract

Understanding the effective adoption of technological innovations, such as e-business, is arguably one of the key challenges facing organizations. The literature indicates that the relationship between firm capabilities and firm performance is mediated by the effects of the adopted innovation (e.g., e-business). However, the complementarity effects of capabilities on the adoption of innovation have received little attention. Drawing on the Resource Based View, this paper examines the complementarity between two firm-specific capabilities [i.e., Market Orientation (MO) and Technological Opportunism (TO)] with regard to e-business adoption (EBA) as well as the mediating effect of EBA on the capability-performance relationship. A moderated mediation analysis revealed that the relationship between MO and EBA is moderated by TO and that EBA partially mediates the effects of MO and TO on firm performance. Implications for theory and practice are discussed regarding bundling capabilities and subsequent complementarity to increase causal ambiguity in order to increase both EBA and firm performance.

Suggested Citation

  • Voola, Ranjit & Casimir, Gian & Carlson, Jamie & Anushree Agnihotri, M., 2012. "The effects of market orientation, technological opportunism, and e-business adoption on performance: A moderated mediation analysis," Australasian marketing journal, Elsevier, vol. 20(2), pages 136-146.
    • Handle: RePEc:eee:aumajo:v:20:y:2012:i:2:p:136-146
    DOI: 10.1016/j.ausmj.2011.10.001
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    Cited by:

    1. Anita Ciunova-Shuleska & Christian Nedu Osakwe & Nikolina Palamidovska-Sterjadovska, 2016. "Complementary impact of capabilities and brand orientation on SMBs performance," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 17(6), pages 1270-1285, November.
    2. Bullini Orlandi, Ludovico & Zardini, Alessandro & Rossignoli, Cecilia, 2020. "Organizational technological opportunism and social media: The deployment of social media analytics to sense and respond to technological discontinuities," Journal of Business Research, Elsevier, vol. 112(C), pages 385-395.
    3. Khaled Saleh Al Omoush & Raed M. Al-Qirem & Zaid M. Al Hawatmah, 2018. "The degree of e-business entrepreneurship and long-term sustainability: an institutional perspective," Information Systems and e-Business Management, Springer, vol. 16(1), pages 29-56, February.
    4. Khaled Saleh Al Omoush & Raed M. Al-Qirem & Zaid M. Al Hawatmah, 0. "The degree of e-business entrepreneurship and long-term sustainability: an institutional perspective," Information Systems and e-Business Management, Springer, vol. 0, pages 1-28.
    5. Jianli Gao & Abu Bakkar Siddik & Sayyed Khawar Abbas & Muhammad Hamayun & Mohammad Masukujjaman & Syed Shah Alam, 2023. "Impact of E-Commerce and Digital Marketing Adoption on the Financial and Sustainability Performance of MSMEs during the COVID-19 Pandemic: An Empirical Study," Sustainability, MDPI, vol. 15(2), pages 1-21, January.
    6. Mirna Leko Šimić & Antun Biloš & Josipa Mijoč, 2019. "E-business tools adoption and export performance: Empirical evidence from Croatian companies," Journal of Entrepreneurship, Management and Innovation, Fundacja Upowszechniająca Wiedzę i Naukę "Cognitione", vol. 15(4), pages 11-34.
    7. Lucia-Palacios, Laura & Bordonaba-Juste, Victoria & Polo-Redondo, Yolanda & Grünhagen, Marko, 2014. "Technological opportunism effects on IT adoption, intra-firm diffusion and performance: Evidence from the U.S. and Spain," Journal of Business Research, Elsevier, vol. 67(6), pages 1178-1188.
    8. Laurent Tournois, 2016. "A Manager-Customer Empirical Investigation Of The Subjective Performance Of Proactive Market-Oriented Consumer Goods Companies: Testing A Double-Mediation Model," Post-Print hal-04477573, HAL.

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