Market orientation and internet-related cognitions: inside the minds of small business managers

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Abstract:

Although both market orientation and the Internet intersect at important strategy implementation areas, surprisingly, these two domains have not been well integrated. With market orientation's focus on the use of information associated with market stakeholders and the Internet's ability to facilitate communication and relationships with both internal and external stakeholders, it makes conceptual and pragmatic sense to explore these two areas in concert. The present research develops and tests a conceptual model explaining relationships among market orientation and Internet-related perceptions for managers in small to mid-sized firms. An examination of the market orientation-Internet usage relationship contributes to understanding the process of how an important strategic orientation – market orientation – translates into a key organisational capability: Internet usage.

Keywords: INTERNET USAGE; INTERNET-RELATED COGNITIONS; MARKET ORIENTATION

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/026725707X196350

Publication date: April 1, 2007

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