The impact of e-marketing orientation on performance in Asian SMEs: a B2B perspective |
| |
| Authors: | Woon Kian Chong Ka Lok Man Mucheol Kim |
| |
| Institution: | 1. International Business School Suzhou, Xi’an Jiaotong-Liverpool University, Suzhou, P R Chinawoonkian.chong@xjtlu.edu.cn;3. Department of Computer Science and Software Engineering, Xi’an Jiaotong-Liverpool University, Suzhou, P R China;4. Department of Multimedia, Sungkyul University, Anyang-si, Republic of Korea |
| |
| Abstract: | ABSTRACTBusiness-to-business (B2B) organisations are increasingly utilising electronic devices in their business operations in order to succeed in increasingly competitive markets. This trend is prevalent in the growing Asian markets, especially in the small and medium-sized enterprises (SMEs) sector. While prior research has focused on this issue in the context of large business-to-customer (B2C) organisations in Asia, there have hardly been any studies that have shed light on the B2B sector in the SME setting. This study aims to critically explore B2B e-marketing critical success factors (B2B-eM-CSFs) for SMEs operating in the Asian B2B marketplace. A key finding is the development of a theoretical framework for SMEs, emerging from the analysis of 406 companies from various industrial sectors. The study shows that interaction with the B2B-eM-CSFs is an important dimension and has a positive and significant impact on e-business efficiency and marketing improvements for Asian SMEs. |
| |
| Keywords: | Critical success factors B2B e-marketplace e-marketing SMEs |
|
|
