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Technological Opportunism, Antecedent Of E-Marketing Capabilities

In: ENTERPRISES IN UNSTABLE ECONOMY

Author

Listed:
  • Raul Alexandru Hutu

    (Faculty of Economics and Business Administration, West University of Timisoara, Romania)

Abstract

Technological opportunism is a sense-and-respond capability of a firm with respect to the new technology and an important driver of radical technology adoption. The adoption of radical technology by firms is linked to the marketing strategies in different areas like product design, distribution and pricing. The relationship between technological opportunism and marketing capabilities is an important issue in marketing research. In this paper we explore if technological opportunism as a source of competitive advantage is an antecedent of e-marketing capabilities development. Previous research suggests that organizations adopt e-marketing capabilities to transform their business model and for supporting marketing functions, such as communications. We conclude that technological opportunism is an antecedent to e-marketing capabilities development and we formulate several hypothesis to be tested in future research.

Suggested Citation

  • Raul Alexandru Hutu, 2015. "Technological Opportunism, Antecedent Of E-Marketing Capabilities," GUT FME Conference Publications, in: Blazej Prusak (ed.),ENTERPRISES IN UNSTABLE ECONOMY, chapter 6, pages 70-76, Faculty of Management and Economics, Gdansk University of Technology.
    • Handle: RePEc:gdk:chapte:7
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    More about this item

    Keywords

    E-Marketing Capabilities; Technological Opportunism; E-Business Adoption;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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