Frontiers in European Entrepreneurship Research
Edited by Hans Landström, Hans Crijns, Eddy Laveren and David Smallbone
Chapter 14: Innovation at the Intersection of Market Strategy and Technology: A Study of Digital Marketing Adoption Among SMEs
14. Innovation at the intersection of market strategy and technology: a study of digital marketing adoption among SMEs Vladimir Vanyushyn INTRODUCTION The opportunities inherent in the digitization of marketing and selling activities are substantial. Going on-line can lead to more eﬃcient business processes, round the clock operations, ﬂexible pricing, rapid internationalization, increased market reach, cost reduction and better targeting of products – just to name a few (Bengtsson et al., 2007; Sultan and Rohm, 2004; Sharma and Tzokas, 2002). For manufacturing ﬁrms, e-business may lead to higher proﬁts as the reseller’s margin no longer applies. Early studies conducted in the mid-1990s suggested that Internet technology would open up new opportunities for the smaller ﬁrms and level up the playing ﬁeld against large incumbent competitors (Kotler, 2000; Poon and Jevons, 1997; Haynes et al., 1998). The growing importance of and academic interest in digital business has produced a voluminous literature. Many researchers, however, conclude that Internet and e-commerce research is at the embryonic stage (BarNir et al., 2003), and point out the lack of integrative frameworks (Jeyaraj et al., 2006; Kim and Malhotra, 2005) and reliable measures (Wu et al., 2003). In the area of small business research most of the studies reported are conceptual, normative or qualitative (for example, Houghton and Winklhofer, 2004), and there is a recognized need for empirical research focusing on e-business adoption by smaller ﬁrms (Fillis and Wagner, 2005). Against this background, this study aims to identify and examine antecedents of digitization of marketing and...
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