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Market Orientation In Digital Entrepreneurship: Advantages And Challenges In A Web 2.0 Networked World

Author

Listed:
  • NEIL HAIR

    (Saunders College of Business, Rochester Institute of Technology, 108 Lomb Memorial Dr., Rochester, New York 14623, United States of America)

  • LYLE R. WETSCH

    (Faculty of Business Administration, Memorial University of Newfoundland, St. John's Newfoundland, A1B 3X5, Canada)

  • CLYDE EIRÍKUR HULL

    (Saunders College of Business, Rochester Institute of Technology, 108 Lomb Memorial Dr., Rochester, New York 14623, United States of America)

  • VICTOR PEROTTI

    (Saunders College of Business, Rochester Institute of Technology, 108 Lomb Memorial Dr., Rochester, New York 14623, United States of America)

  • YU-TING CAISY HUNG

    (Saunders College of Business, Rochester Institute of Technology, 108 Lomb Memorial Dr., Rochester, New York 14623, United States of America)

Abstract

Strong market orientation is essential to firm success. In the diverse and dynamic digital environment, a strong market orientation philosophy is even more important to the digital entrepreneur. We explore the advantages and challenges that the networked world offers the market-oriented digital entrepreneur. In particular, we examine the role of electronic community and communication and how successful digital entrepreneurs takes advantage of electronic community technologies to facilitate more effective communication with customers, partners, the digital organization, and in communicating the "product" of market orientation to the marketplace. Propositions concerning market orientation and digital entrepreneurship are introduced, and future research directions are discussed.

Suggested Citation

  • Neil Hair & Lyle R. Wetsch & Clyde Eiríkur Hull & Victor Perotti & Yu-Ting Caisy Hung, 2012. "Market Orientation In Digital Entrepreneurship: Advantages And Challenges In A Web 2.0 Networked World," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 9(06), pages 1-18.
    • Handle: RePEc:wsi:ijitmx:v:09:y:2012:i:06:n:s0219877012500459
    DOI: 10.1142/S0219877012500459
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    Citations

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    Cited by:

    1. Tanja Jovanović, 2019. "Crowdfunding: What Do We Know So Far?," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 16(01), pages 1-25, February.
    2. Francisco Olmo-García & Fernando Javier Crecente-Romero & María Teresa Val-Núñez & María Sarabia-Alegría, 2023. "Entrepreneurial activity in an environment of digital transformation: an analysis of relevant factors in the euro area," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-10, December.
    3. Elia, Gianluca & Margherita, Alessandro & Passiante, Giuseppina, 2020. "Digital entrepreneurship ecosystem: How digital technologies and collective intelligence are reshaping the entrepreneurial process," Technological Forecasting and Social Change, Elsevier, vol. 150(C).
    4. Zaheer, Hasnain & Breyer, Yvonne & Dumay, John, 2019. "Digital entrepreneurship: An interdisciplinary structured literature review and research agenda," Technological Forecasting and Social Change, Elsevier, vol. 148(C).
    5. Lange, Francie & Tomini, Nino & Brinkmann, Florian & Kanbach, Dominik K. & Kraus, Sascha, 2023. "Demystifying massive and rapid business scaling – An explorative study on driving factors in digital start-ups," Technological Forecasting and Social Change, Elsevier, vol. 196(C).
    6. Sonia Camacho & Andrés Barrios, 2022. "Social commerce affordances for female entrepreneurship: the case of Facebook," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1145-1167, September.
    7. Lola Redondo-Rodríguez & Diana C. Pérez-Bustamante Yábar & Eloísa Díaz-Garrido, 2023. "Impact of technological innovation on digital entrepreneurship and the effects on the economy," International Entrepreneurship and Management Journal, Springer, vol. 19(3), pages 1501-1526, September.
    8. Rafał Kusa & Marcin Suder & Belem Barbosa & Beata Glinka & Joanna Duda, 2022. "Entrepreneurial behaviors that shape performance in small family and non-family hotels during times of crisis," International Entrepreneurship and Management Journal, Springer, vol. 18(4), pages 1545-1575, December.
    9. Yáñez-Valdés, Claudia & Guerrero, Maribel & Barros-Celume, Sebastián & Ibáñez, María J., 2023. "Winds of change due to global lockdowns: Refreshing digital social entrepreneurship research paradigm," Technological Forecasting and Social Change, Elsevier, vol. 190(C).

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