International Dynamic Marketing Capabilities of Emerging-Market Small Business on E-commerce

Kim, Kihyon; Lim, Gyoo Gun

doi:10.20944/preprints202110.0068.v2

Cited by 2 publications

(2 citation statements)

References 90 publications

(142 reference statements)

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“…The application of this approach in marketing has given rise to the term "Dynamic Marketing Capabilities" (Bruni & Verona, 2009;Barrales-Molina et. al., 2017;Kwon, 2021;Kim & Lim 2022) and has focused on how organizations develop dynamic capabilities in marketing to effectively adapt to changing market conditions, particularly in the era of digital transformation.…”

Section: Literature Reviewmentioning

confidence: 99%

Advancing digital marketing in Moldova: an analysis based on a sociological survey of entrepreneurs

Gagauz,

Gagauz

2023

Economy and Sociology

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The article presents the results of the study on the implementation of digital marketing in Moldovan enterprises. Based on a sociological study conducted by the author in May-June 2023 among entrepreneurs (N=131), the level of digital marketing usage, current trends, awareness of digital marketing technologies and tools, as well as the difficulties encountered by entrepreneurs in using digital marketing tools, are identified. The data has been processed using multiple correspondence analysis (MCA) and Hierarchical Clustering on Principle Components (HCPC) in the programming language R. The research is descriptive in nature, as it aims to gather empirical information that provides a comprehensive understanding of the phenomenon under investigation and its structural elements. Four clusters, each comprising enterprises of different sizes, were identified: 1) enterprises less advanced in digital marketing, 2) enterprises with complex marketing strategies but limited resources, 3) enterprises that combine traditional and digital marketing methods, 4) the most advanced enterprises in digital marketing. Marketing on social media holds a prominent position in the marketing activities of enterprises regardless of their size. SMEs face certain challenges in marketing activities overall and in the use of digital marketing tools, in particular. Previous research on this topic is quite limited, and this current study is unique in that it considers the issue in the context of SMEs and Central and Eastern European countries. We show that SMEs, along with large companies, can have complex marketing strategies and successfully use modern digital marketing tools.

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Section: Literature Reviewmentioning

confidence: 99%

Advancing digital marketing in Moldova: an analysis based on a sociological survey of entrepreneurs

Gagauz,

Gagauz

2023

Economy and Sociology

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“…Adding electronic means in logistic practices is what every organisation wishing to attain a competitive age would yarn to achieve due to its merits which may accrue from it especially in areas of supply chain management (Kim & Lim, 2022;Grams, 2022). Additionally, logistic practices and management via incorporation of Information Communication Technology (ICT) is very relevant in today's varying business environments (Vinoth et al, 2022;Cohen & Roussel, 2022).…”

Section: Introductionmentioning

confidence: 99%

E-logistic Practices and Health Care Supply Chain Management for Public Referral Hospitals in Uganda

Kagoya

Mkwizu

2022

udslj

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This paper examined e-logistic practices and health care supply chain management in the context of Ugandan public referral hospitals. The prime objective was to examine the relationship between e-logistics operations and performance of health care supply chain management. A quantitative research approach was utilized to gather data from public referral hospitals respondents using structured survey questionnaires. For data analysis, descriptive statistics and Partial Least Squares-Structural Equation Modelling were utilised, aided by SmartPLS 3. Findings showed a positive significant relationship between e-logistics operations and performance of health care supply chain management in the context of Ugandan public referral hospitals. This study implies that the key e-logistics operations in relation to the performance of health care supply chain management, are central management of drugs, the correct order picking of drugs given to the right patients for quality control, and presence of an electronic system to update stock daily. Additionally, the findings designated that, e-logistics operations are related to the performance of health care supply chain management in terms of ICTs tracking systems and data transparency. The practical implication to the health sector- stakeholders, is to consider ICT-tracking systems and data transparency for e-logistics operations and performance of health care supply chain management.

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International Dynamic Marketing Capabilities of Emerging-Market Small Business on E-commerce

Cited by 2 publications

References 90 publications

Advancing digital marketing in Moldova: an analysis based on a sociological survey of entrepreneurs

Advancing digital marketing in Moldova: an analysis based on a sociological survey of entrepreneurs

E-logistic Practices and Health Care Supply Chain Management for Public Referral Hospitals in Uganda

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