The measurement of e-marketing orientation (EMO) in business-to-business markets

Electronic marketing orientation in the Small and Medium-sized Enterprises context

“…The study scales were utilized and validated in prior research (e.g. Shaltoni and West, 2010;Fang et al, 2003;Lynn et al, 2002;Srinivasan et al, 2002). In addition, interviews with three marketing managers and three academics familiar with the field were conducted as a further check of the validity of the instrument.…”

“…Despite the increasing interest in the role of business orientations in explaining why organizations vary in their involvement in e-marketing (e.g. Chen and Huang, 2016;Habibi et al, 2015;Sürer and Mutlu, 2015;Shaltoni and West, 2010;Valos et al, 2015), there is still no evidence of EMO and its dynamics in the SMEs context. The main aim of this paper is to fill this research gap through analyzing EMO in SMEs and validating it as a high order construct.…”

Determinants And Effects Of Applying Electronic Marketing In Alexandria Hotels: Current Status And Future Trends

“…E-marketing tools have many advantages for tourism and hospitality organizations as well as other organizations such as;providing hospitality operators with an unprecedented ability to communicate directly with customers and the ability for all businesses of all sizes to build competitive advantage, allowing hospitality firms to reach out to potential clients in the quickest and most effective way, increasing worldwide visibility and access enable, facilitate, sustain and reward interaction between consumers and hoteliers, customers can search and purchase their preferred products and services without any geographical or time constraints, customers can easily arrange for their own tailor-made products or services, enables the suppliers to better understand their customers' needs, suppliers can enjoy the benefits of lower distribution costs, a fairer competitive environment for businesses with different backgrounds and it creates a level playing field for hotels where size is no longer apparent better revenues [14][15][16][17][18][19][20][21][22].…”

Antecedents of e-marketing orientation in SMEs: an exploratory study

“…Inspired by the two classical views of market orientation, Kohli and Jaworskis' behavioral (1990) perspective versus Narver and Slater's (1990) philosophical perspective, EMO was conceptualized as a synthesis of the behaviors towards the adoption of e-marketing and the concurrent organizational business philosophy (Shaltoni and West 2010). The rationale here is that behaviors alone are not enough to understand organizational orientations because philosophies play a major role in shaping such orientations (Avlonitis and Gounaris 1999).…”