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This paper discusses the role of market orientation and strategies in the emerging field of e-commerce. In order to understand the influence of marketing on business performance in this new arena, we design a framework of ldquocontingency - structure - performancerdquo using market orientation and strategy typology. Our study focuses on small and medium-sized firms of three major on-line industries in Taiwan: on-line bookstores, travel websites, and on-line retail. An empirical analysis is performed on the data obtained by a questionnaire survey. The results from the survey of websites in Taiwan are as follows. (1) Marketing plays a mediating role, which enables market orientation and strategy typology to influence business performance. (2) Differentiation strategy and market orientation are positively related to marketing. (3) Marketing can enhance business performance.
Date of Conference: 13-16 July 2008