English, Article edition: Information technology impact on market orientation in e-business Borges, Mauro; Hoppen, Norberto; Luce, Fernando Bins

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Physical Description
  • article
Language
  • English

Edition details

Title
  • Information technology impact on market orientation in e-business
Author
  • Borges, Mauro
  • Hoppen, Norberto
  • Luce, Fernando Bins
Physical Description
  • article
Notes
  • This study presents how information technology (IT) contributes to market orientation (MO). The authors analyze the way companies deal with market intelligence to facilitate the identification of customer needs and to generate the appropriate response to such needs. Research methodology includes multiple case studies of retail companies with e-business operations (the three largest in Brazil). The findings indicate that investment in interorganizational systems strongly supports the development of MO capabilities. The article develops a framework to help companies in assessing how IT applications support their MO behaviors; as an academic contribution, the study presents two hypotheses for future studies.
  • E-commerce Market orientation Informations technology
  • RePEc:eee:jbrese:v:62:y:2009:i:9:p:883-890
Language
  • English
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