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https://doi.org/10.21256/zhaw-29715| Publication type: | Book part |
| Type of review: | Peer review (publication) |
| Title: | A typology of internet functionalities to develop market orientation in SMEs |
| Authors: | Bäuml, Manuel Volery, Thierry |
| et. al: | No |
| DOI: | 10.1515/9783110747652-013 10.21256/zhaw-29715 |
| Published in: | De Gruyter Handbook of SME Entrepreneurship |
| Editors of the parent work: | Dabić, Marina Kraus, Sascha |
| Page(s): | 255 |
| Pages to: | 280 |
| Issue Date: | 2023 |
| Publisher / Ed. Institution: | De Gruyter |
| Publisher / Ed. Institution: | Berlin |
| ISBN: | 978-3-11-074752-2 978-3-11-074765-2 |
| Other identifiers: | urn:nbn:de:101:1-2023102416431149833670 |
| Language: | English |
| Subjects: | Market orientation; Internet; Digital; Marketing; Digitalization |
| Subject (DDC): | 658: General Management |
| Abstract: | 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 |
| Fulltext version: | Published version |
| License (according to publishing contract): | Licence according to publishing contract |
| Restricted until: | 2024-11-06 |
| Departement: | School of Management and Law |
| Appears in collections: | Publikationen School of Management and Law |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 2023_Bauml-Volery_Typology-of-internet-functionalities-to-develop-market-orientation.pdf Until 2024-11-06 | 224.77 kB | Adobe PDF | View/Open |
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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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