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https://doi.org/10.21256/zhaw-29715| Publikationstyp: | Buchbeitrag |
| Art der Begutachtung: | Peer review (Publikation) |
| Titel: | A typology of internet functionalities to develop market orientation in SMEs |
| Autor/-in: | Bäuml, Manuel Volery, Thierry |
| et. al: | No |
| DOI: | 10.1515/9783110747652-013 10.21256/zhaw-29715 |
| Erschienen in: | De Gruyter Handbook of SME Entrepreneurship |
| Herausgeber/-in des übergeordneten Werkes: | Dabić, Marina Kraus, Sascha |
| Seite(n): | 255 |
| Seiten bis: | 280 |
| Erscheinungsdatum: | 2023 |
| Verlag / Hrsg. Institution: | De Gruyter |
| Verlag / Hrsg. Institution: | Berlin |
| ISBN: | 978-3-11-074752-2 978-3-11-074765-2 |
| Andere Identifier: | urn:nbn:de:101:1-2023102416431149833670 |
| Sprache: | Englisch |
| Schlagwörter: | Market orientation; Internet; Digital; Marketing; Digitalization |
| Fachgebiet (DDC): | 658: Allgemeines Management |
| Zusammenfassung: | This study investigates how small and medium-sized enterprises (SMEs) leverage internet technology to overcome inherent challenges in being market oriented. In comparison to large firms, the competitive advantage of SMEs stems from maximizing customer intelligence and their agility in responding to customer needs. However, SMEs often struggle to gather market intelligence beyond existing customers. We identify four roles of internet functionalities which can help SMEs develop their market orientation: (1) increasing brand knowledge; (2) identifying market trends; (3) identifying new customer needs; and (4) streamlining processes. We conclude with seven propositions that drive the adoption of internet-enabled technologies for each role. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/29715 |
| Volltext Version: | Publizierte Version |
| Lizenz (gemäss Verlagsvertrag): | Lizenz gemäss Verlagsvertrag |
| Gesperrt bis: | 2024-11-06 |
| Departement: | School of Management and Law |
| Enthalten in den Sammlungen: | Publikationen School of Management and Law |
Dateien zu dieser Ressource:
| Datei | Beschreibung | Größe | Format | |
|---|---|---|---|---|
| 2023_Bauml-Volery_Typology-of-internet-functionalities-to-develop-market-orientation.pdf Bis 2024-11-06 | 224.77 kB | Adobe PDF | Öffnen/Anzeigen |
Zur Langanzeige
Bäuml, M., & Volery, T. (2023). A typology of internet functionalities to develop market orientation in SMEs. In M. Dabić & S. Kraus (Eds.), De Gruyter Handbook of SME Entrepreneurship (pp. 255–280). De Gruyter. https://doi.org/10.1515/9783110747652-013
Bäuml, M. and Volery, T. (2023) ‘A typology of internet functionalities to develop market orientation in SMEs’, in M. Dabić and S. Kraus (eds) De Gruyter Handbook of SME Entrepreneurship. Berlin: De Gruyter, pp. 255–280. Available at: https://doi.org/10.1515/9783110747652-013.
M. Bäuml and T. Volery, “A typology of internet functionalities to develop market orientation in SMEs,” in De Gruyter Handbook of SME Entrepreneurship, M. Dabić and S. Kraus, Eds. Berlin: De Gruyter, 2023, pp. 255–280. doi: 10.1515/9783110747652-013.
BÄUML, Manuel und Thierry VOLERY, 2023. A typology of internet functionalities to develop market orientation in SMEs. In: Marina DABIĆ und Sascha KRAUS (Hrsg.), De Gruyter Handbook of SME Entrepreneurship. Berlin: De Gruyter. S. 255–280. ISBN 978-3-11-074752-2
Bäuml, Manuel, and Thierry Volery. 2023. “A Typology of Internet Functionalities to Develop Market Orientation in SMEs.” In De Gruyter Handbook of SME Entrepreneurship, edited by Marina Dabić and Sascha Kraus, 255–80. Berlin: De Gruyter. https://doi.org/10.1515/9783110747652-013.
Bäuml, Manuel, and Thierry Volery. “A Typology of Internet Functionalities to Develop Market Orientation in SMEs.” De Gruyter Handbook of SME Entrepreneurship, edited by Marina Dabić and Sascha Kraus, De Gruyter, 2023, pp. 255–80, https://doi.org/10.1515/9783110747652-013.
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