The Effects of an E-marketing Orientation on Performance on Turkish Exporter Firms


Surer A., Mutlu H. M.

JOURNAL OF INTERNET COMMERCE, vol.14, no.1, pp.123-138, 2015 (Journal Indexed in ESCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 14 Issue: 1
  • Publication Date: 2015
  • Doi Number: 10.1080/15332861.2015.1010138
  • Title of Journal : JOURNAL OF INTERNET COMMERCE
  • Page Numbers: pp.123-138
  • Keywords: market orientation, e-marketing orientation, strategic orientation, financial performance, marketing performance, INFORMATION-TECHNOLOGY CAPABILITY, ENTREPRENEURIAL ORIENTATION, STRATEGIC ORIENTATIONS, BUSINESS PERFORMANCE, INTEGRATION, MANAGEMENT, RESOURCES, IMPACT, INNOVATIVENESS, ANTECEDENTS

Abstract

This article aims to examine strategic orientations' effects on firms' performance in emerging economies such as Turkey. Strategic orientation directly affects all organizational activities and behaviors. Strategic orientations such as market orientation (MO), e-marketing orientation (EMO), entrepreneurial orientation (EO), and technology orientation (TO) are evaluated in this study. EMO is explained, along with its components and effect on firm performance, financial performance (FP), and marketing performance (MP). EMO has two components: Philosophical E-marketing Orientation (EMO-ph) and Behavioral E-marketing Orientation (EMO-behv). The research hypotheses are tested using data collected from 144 exporting firms in Turkey. The results show that the direct effect of TO on FP is significant; one of MO's components and EO directly affect marketing performance. The findings provide direction for future strategic orientations research.