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Technological and strategic orientation determinants of the e-marketing adoption by small business enterprises.

Record Type:	Language materials, manuscript : Monograph/item
Title/Author:	Technological and strategic orientation determinants of the e-marketing adoption by small business enterprises./
Author:	Chabayta, Khaled W.
Description:	1 online resource (150 pages)
Notes:	Source: Dissertation Abstracts International, Volume: 78-08(E), Section: A.
Subject:	Business administration. -
Online resource:	click for full text (PQDT)
ISBN:	9781369668216

Technological and strategic orientation determinants of the e-marketing adoption by small business enterprises.
Chabayta, Khaled W.

Technological and strategic orientation determinants of the e-marketing adoption by small business enterprises. - 1 online resource (150 pages)

Source: Dissertation Abstracts International, Volume: 78-08(E), Section: A.

Thesis (D.B.A.)--Capella University, 2017.

Includes bibliographical references

In a rapidly developing and dynamic market environment, electronic marketing (EM) is considered a critical factor for the success of organizations. Moreover, EM has become a chief tool for small business enterprises (SBEs) in their quest to remain competitive, as it allows the facilitation of constant dialogue between companies, and their customers and business partners. This improved means of communication improves the efficiency and effectiveness of SBEs and increases their chances of survival. Hence, the purpose of this research is to identify the factors that influence the degree of EM adoption by SBEs in US. This research presents a model based on the technology acceptance model (TAM), Diffusion of Innovation Theory (DOI), and the resource based view (RBV) models. These models include a number of technological and strategic orientation factors. The research model of this study identified five factors, including (a) decision makers' recognitions of EM on relative advantages, (b) decision makers' recognitions of EM on compatibility, (c) decision makers' recognitions of EM on complexity, (d) market orientation, and (e) entrepreneurial orientation. An explanatory, quantitative, correlational research design based on an online survey was adopted to gather data, examine hypotheses, and answer research questions. Five thousand three hundred decision makers of US SBEs were randomly chosen from the databases of multiple chambers of commerce to electronically participate in the survey. A total of 43 valid responses were collected and used for analysis. The findings of this research suggested both categories were important in deciding whether to adopt EM by SBEs in the US. The results also indicated that four factors were statistically significant and positively correlated with the degree of EM adoption. These factors were decision makers' recognitions of EM on relative advantages, decision makers' recognitions of EM on compatibility, decision makers' recognitions of EM on complexity, and market orientation. However, the correlation between entrepreneurial orientation and the degree of EM adoption was found statistically insignificant. This research may not only contribute to the extant body on EM but also add to the knowledge of decision makers of SBEs, EM professionals, vendors, partners, and members of the supply chain.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2018

Mode of access: World Wide Web

ISBN: 9781369668216Subjects--Topical Terms:

1148568
Business administration.
Index Terms--Genre/Form:

554714
Electronic books.

Technological and strategic orientation determinants of the e-marketing adoption by small business enterprises.
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245 1 0 $a Technological and strategic orientation determinants of the e-marketing adoption by small business enterprises.
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500 $a Source: Dissertation Abstracts International, Volume: 78-08(E), Section: A.
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502 $a Thesis (D.B.A.)--Capella University, 2017.
504 $a Includes bibliographical references
520 $a In a rapidly developing and dynamic market environment, electronic marketing (EM) is considered a critical factor for the success of organizations. Moreover, EM has become a chief tool for small business enterprises (SBEs) in their quest to remain competitive, as it allows the facilitation of constant dialogue between companies, and their customers and business partners. This improved means of communication improves the efficiency and effectiveness of SBEs and increases their chances of survival. Hence, the purpose of this research is to identify the factors that influence the degree of EM adoption by SBEs in US. This research presents a model based on the technology acceptance model (TAM), Diffusion of Innovation Theory (DOI), and the resource based view (RBV) models. These models include a number of technological and strategic orientation factors. The research model of this study identified five factors, including (a) decision makers' recognitions of EM on relative advantages, (b) decision makers' recognitions of EM on compatibility, (c) decision makers' recognitions of EM on complexity, (d) market orientation, and (e) entrepreneurial orientation. An explanatory, quantitative, correlational research design based on an online survey was adopted to gather data, examine hypotheses, and answer research questions. Five thousand three hundred decision makers of US SBEs were randomly chosen from the databases of multiple chambers of commerce to electronically participate in the survey. A total of 43 valid responses were collected and used for analysis. The findings of this research suggested both categories were important in deciding whether to adopt EM by SBEs in the US. The results also indicated that four factors were statistically significant and positively correlated with the degree of EM adoption. These factors were decision makers' recognitions of EM on relative advantages, decision makers' recognitions of EM on compatibility, decision makers' recognitions of EM on complexity, and market orientation. However, the correlation between entrepreneurial orientation and the degree of EM adoption was found statistically insignificant. This research may not only contribute to the extant body on EM but also add to the knowledge of decision makers of SBEs, EM professionals, vendors, partners, and members of the supply chain.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2018
538 $a Mode of access: World Wide Web
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