The Relationship between E-Marketing Strategy and Performance: A Conceptual Framework in a Web Context
While building on the contingency theory, this paper proposes a conceptual framework that links five factors: a) internal forces, b) external forces, c) past web and firm performance, d) current web and firm performance, and e) e-marketing strategy in terms of the strategy defined for the 4Ws (Web-Design, Web-Promotion, Web-Price, and Web-CRM). Future research is encouraged to build on this framework to test how internal and external forces of the firm, along with its past performance, influence the determination of e-marketing strategy and how in turn, e-marketing strategy impacts on performance at the web and firm levels.
|Date of creation:||2004|
|Date of revision:|
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- Montgomery, David B. & Lages, Luis Filipe, 2001. "The Effects of Prior Export Performance on Firms' Commitment to Exporting and Marketing Strategy Adaptation to the Foreign Market: Evidence from Small and Medium-sized Exporters," Research Papers 1701, Stanford University, Graduate School of Business.
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- George P. Huber, 1991. "Organizational Learning: The Contributing Processes and the Literatures," Organization Science, INFORMS, vol. 2(1), pages 88-115, February.
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