IDEAS home Printed from https://ideas.repec.org/a/spr/infotm/v19y2018i3d10.1007_s10799-018-0289-0.html
   My bibliography  Save this article

Information technology and e-business marketing strategy

Author

Listed:
  • Mohamad Reza Sanaei

    (Islamic Azad University)

  • Farzad Movahedi Sobhani

    (Islamic Azad University)

Abstract

The advancement of information technology and its benefits for organizations have made the field of e-business marketing competitive and successful although there have been failures as well. Failure happens due to the use of constant strategies while the e-business environment is dynamic and in such a context, strategy formulation and implementation is a challenge for e-business organization. In this research a questionnaire was designed by reviewing the literature and interviewing experts. Analyzing the collected data, the e-business key strategy factors such as technology, information systems, risk management and compliance were extracted. In the next stage, these key factors were presented as the e-business marketing strategy model. The results suggested that dissimilar dimensions of e-business strategy factors may not be equally conducive to different marketing strategies. In particular, risk management has an insignificant relationship with any of the marketing strategies; while high level of compliance is positively associated only with a focus strategy. IT governance is positively associated with price leadership and differentiation strategies but linked negatively with focus strategy.

Suggested Citation

  • Mohamad Reza Sanaei & Farzad Movahedi Sobhani, 2018. "Information technology and e-business marketing strategy," Information Technology and Management, Springer, vol. 19(3), pages 185-196, September.
    • Handle: RePEc:spr:infotm:v:19:y:2018:i:3:d:10.1007_s10799-018-0289-0
    DOI: 10.1007/s10799-018-0289-0
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s10799-018-0289-0
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s10799-018-0289-0?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Berry, Maureen M. J. & Taggart, James H., 1998. "Combining technology and corporate strategy in small high tech firms," Research Policy, Elsevier, vol. 26(7-8), pages 883-895, April.
    2. Brian W. Nocco & René M. Stulz, 2006. "Enterprise Risk Management: Theory and Practice," Journal of Applied Corporate Finance, Morgan Stanley, vol. 18(4), pages 8-20, September.
    3. Suresh Kotha & Bhatt L. Vadlamani, 1995. "Assessing generic strategies: An empirical investigation of two competing typologies in discrete manufacturing industries," Strategic Management Journal, Wiley Blackwell, vol. 16(1), pages 75-83.
    4. Hipkin, Ian, 2004. "Determining technology strategy in developing countries," Omega, Elsevier, vol. 32(3), pages 245-260, June.
    5. Zheng, Wei & Yang, Baiyin & McLean, Gary N., 2010. "Linking organizational culture, structure, strategy, and organizational effectiveness: Mediating role of knowledge management," Journal of Business Research, Elsevier, vol. 63(7), pages 763-771, July.
    6. Jens Fr¯slev Christensen, 2002. "Corporate strategy and the management of innovation and technology," Industrial and Corporate Change, Oxford University Press and the Associazione ICC, vol. 11(2), pages 263-288.
    7. Roderick E. White, 1986. "Generic business strategies, organizational context and performance: An empirical investigation," Strategic Management Journal, Wiley Blackwell, vol. 7(3), pages 217-231, May.
    8. Stanley F. Slater & Eric M. Olson, 2000. "Strategy type and performance: the influence of sales force management," Strategic Management Journal, Wiley Blackwell, vol. 21(8), pages 813-829, August.
    9. Frambach, R.T. & Prabhu, J.C. & Verhallen, T.M.M., 2003. "The influence of business strategy on new product activity : The role of market orientation," Other publications TiSEM 64c2e300-9f26-4178-ba34-2, Tilburg University, School of Economics and Management.
    10. Zahra, Shaker & Sisodia, Rajendra & Matherne, Brett, 1999. "Exploiting the dynamic links between competitive and technology strategies," European Management Journal, Elsevier, vol. 17(2), pages 188-203, April.
    11. Eli Segev, 1989. "A systematic comparative analysis and synthesis of two business‐level strategic typologies," Strategic Management Journal, Wiley Blackwell, vol. 10(5), pages 487-505, September.
    12. Stanley F. Slater & Eric M. Olson, 2001. "Marketing's contribution to the implementation of business strategy: an empirical analysis," Strategic Management Journal, Wiley Blackwell, vol. 22(11), pages 1055-1067, November.
    13. Basant, Rakesh, 1997. "Technology strategies of large enterprises in Indian industry: Some explorations," World Development, Elsevier, vol. 25(10), pages 1683-1700, October.
    14. Xiaoli Yin & Edward J. Zajac, 2004. "The strategy/governance structure fit relationship: theory and evidence in franchising arrangements," Strategic Management Journal, Wiley Blackwell, vol. 25(4), pages 365-383, April.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. XiaoHu Wang & XiaNan Wei & Montgomery Wart & Alma McCarthy & Cheol Liu & Soonhee Kim & David H. Ready, 2023. "The role of E-leadership in ICT utilization: a project management perspective," Information Technology and Management, Springer, vol. 24(2), pages 99-113, June.
    2. Stavros Kalogiannidis & Dimitrios Kalfas & Efstratios Loizou & Olympia Papaevangelou & Fotios Chatzitheodoridis, 2023. "Smart Sustainable Marketing and Emerging Technologies: Evidence from the Greek Business Market," Sustainability, MDPI, vol. 16(1), pages 1-21, December.
    3. Ologunebi, John, 2023. "The marketing strategy to increase Gen Z and Millennials' usability of Asda's website: A case study of ASDA Uk," MPRA Paper 119417, University Library of Munich, Germany.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Arasti, Mohammadreza & Khaleghi, Mahdi & Noori, Javad, 2017. "Corporate-level technology strategy and its linkage with corporate strategy in multi-business companies: IKCO case study," Technological Forecasting and Social Change, Elsevier, vol. 122(C), pages 243-252.
    2. Deepak K. Datta & Xin Liang & Martina Musteen, 2009. "Strategic Orientation and the Choice of Foreign Market Entry Mode," Management International Review, Springer, vol. 49(3), pages 269-290, June.
    3. Ahmed Agyapong & Kofi Amanor & Kofi Poku, 2016. "Antecedents To The Implementation Of Hybrid Strategy In A Dynamic Business Environment — An Econometric Analysis Of Business Decisions In Ghana," Journal of Developmental Entrepreneurship (JDE), World Scientific Publishing Co. Pte. Ltd., vol. 21(04), pages 1-24, December.
    4. Neil A. Morgan & Kimberly A. Whitler & Hui Feng & Simos Chari, 2019. "Research in marketing strategy," Journal of the Academy of Marketing Science, Springer, vol. 47(1), pages 4-29, January.
    5. V Kumar & Amalesh Sharma & Shaphali Gupta, 2017. "Accessing the influence of strategic marketing research on generating impact: moderating roles of models, journals, and estimation approaches," Journal of the Academy of Marketing Science, Springer, vol. 45(2), pages 164-185, March.
    6. Frambach, R.T. & Prabhu, J.C. & Verhallen, T.M.M., 2003. "The influence of business strategy on new product activity : The role of market orientation," Other publications TiSEM 64c2e300-9f26-4178-ba34-2, Tilburg University, School of Economics and Management.
    7. Naranjo-Gil, David & Hartmann, Frank, 2007. "Management accounting systems, top management team heterogeneity and strategic change," Accounting, Organizations and Society, Elsevier, vol. 32(7-8), pages 735-756.
    8. Mas Bambang Baroto Author_Email: mbbaroto@ic.utm.my & Muhammad Madi Bin Abdullah, 2011. "He Application Of Cost, Differentiation And Hybrid Strategy In Business Operations: Will Hybrid Strategy Become The New Competitive Strategy?," 2nd International Conference on Business and Economic Research (2nd ICBER 2011) Proceeding 2011-261, Conference Master Resources.
    9. Olson, Eric M. & Slater, Stanley F. & Hult, G. Tomas M., 2005. "The importance of structure and process to strategy implementation," Business Horizons, Elsevier, vol. 48(1), pages 47-54.
    10. Zheng, Min & Huang, Rong & Wang, Xintong & Li, Xiaorong, 2023. "Do firms adopting cloud computing technology exhibit higher future performance? A textual analysis approach," International Review of Financial Analysis, Elsevier, vol. 90(C).
    11. Chan, Ricky Yee-kwong & Wong, Y. H., 1999. "Bank generic strategies: does Porter's theory apply in an international banking center," International Business Review, Elsevier, vol. 8(5-6), pages 561-590, October.
    12. Frédéric Le Roy & Olivier Torrès, 2001. "La place de l'innovation dans les stratégies concurrentielles des P.M.E. internationales," Innovations, De Boeck Université, vol. 13(1), pages 43-60.
    13. A. Varadaraj & M. Prasanna Mohan Raj & S. Ananth, 2021. "The Impact of Human Resource Management Policies on Business and Marketing Strategy Implementation within the Marketing Organization," Eastern European Journal for Regional Studies (EEJRS), Center for Studies in European Integration (CSEI), Academy of Economic Studies of Moldova (ASEM), vol. 7(2), pages 182-207, December.
    14. García-Villaverde, Pedro M. & Ruiz-Ortega, María J. & Parra-Requena, Gloria, 2012. "Towards a comprehensive model of entry timing in the ICT industry: Direct and indirect effects," Journal of World Business, Elsevier, vol. 47(2), pages 297-310.
    15. Onufrey, Ksenia & Bergek, Anna, 2021. "Transformation in a mature industry: The role of business and innovation strategies," Technovation, Elsevier, vol. 105(C).
    16. Kankam-Kwarteng, Collins & Osman, Barbara & Acheampong, Stephen, 2020. "Performance of restaurants: Recognizing competitive intensity and differentiation strategies," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(3), pages 25-34.
    17. Kankam-Kwarteng, Collins & Osman, Barbara & Acheampong, Stephen, 2020. "Performance of restaurants: Recognizing competitive intensity and differentiation strategies," MPRA Paper 103781, University Library of Munich, Germany.
    18. Hagen, Birgit & Zucchella, Antonella & Cerchiello, Paola & De Giovanni, Nicolò, 2012. "International strategy and performance—Clustering strategic types of SMEs," International Business Review, Elsevier, vol. 21(3), pages 369-382.
    19. Rhys Andrews & George A. Boyne & Jennifer Law & Richard M. Walker, 2012. "Strategic Management and Public Service Performance," Palgrave Macmillan Books, Palgrave Macmillan, number 978-0-230-34943-8, December.
    20. Slater, Stanley F. & Olson, Eric M. & Hult, G. Tomas M., 2010. "Worried about strategy implementation? Don't overlook marketing's role," Business Horizons, Elsevier, vol. 53(5), pages 469-479, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:infotm:v:19:y:2018:i:3:d:10.1007_s10799-018-0289-0. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.