E-marketing services and e-marketing performance: the roles of innovation,knowledge complexity and environmental turbulence in influencing the relationship |
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Authors: | Woon Kian Chong Dong Bian Nan Zhang |
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Institution: | 1. International Business School Suzhou, Xi’an Jiaotong-Liverpool University, Suzhou, P R China;2. Strategy &3. Organisation Department, EMLYON Business School, Lyon, France;4. Department of Computer Science and Software Engineering, Xi’an Jiaotong-Liverpool University, Suzhou, P R China |
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Abstract: | The business-to-business electronic marketplace (e-marketplace) is becoming critical for small- and medium-sized enterprises (SMEs). However, which e-marketing services determine a firm’s e-marketing performance and how innovation, knowledge complexity and environmental turbulence influence the relationship between e-marketing services and e-marketing performance are under-researched topics in the field. We first empirically tested 176 SMEs from China to evaluate which e-marketing services are significantly related to e-marketing performance and how these services collectively influence the performance. Then, we used an NK model to examine how innovation, knowledge complexity and environmental turbulence mediate/moderate the relationship. The results show that five e-marketing services (e-CRM, e-SCM, e-competitiveness, IS/IT integration and information transparency) can greatly influence e-marketing performance; innovation positively mediates the relationship between e-marketing services and performance; and knowledge complexity and environmental turbulence positively moderate the relationship. |
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Keywords: | Industrial marketing integrated marketing emerging/transitional economies business-to-business electronic marketplace SMEs |
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