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| Author: | Celuch, K. Murphy, G. |
| Title: | SME Internet use and strategic flexibility: the moderating effect of IT market orientation |
| Journal: | Journal of Marketing Management
2010 : FEB, VOL. 26:1-2, p. 131-145 |
| Index terms: | internet flexibility market orientation information technology communication small and medium-sized enterprises (smes) |
| Language: | eng |
| Abstract: | This article examines relationships among different types of Internet usage, IT market orientation and strategic flexibility. Especially, use of the Internet for communication with relevant stakeholders, owing to its market-sensing potential, should be positively and significantly related to strategic flexibility for SMEs witgh more IT market-oriented alignment. The market-sensing potential of Internet communication to impact strategic flexibility positively for SMEs is probably to be lost under low IT market-oriented-alignment conditions. On the contrary, IT market orientation should not moderate the relationship between Internet use for transactions with relevant stakeholders and strategic flexibility. Results of the study support these hypotheses. |
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