MARKET ORIENTATION IN DIGITAL ENTREPRENEURSHIP: ADVANTAGES AND CHALLENGES IN A WEB 2.0 NETWORKED WORLD

Neil Hair (), Lyle R. Wetsch (), Clyde Eiríkur Hull (), Victor Perotti () and Yu-Ting Caisy Hung ()
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Neil Hair: Saunders College of Business, Rochester Institute of Technology, 108 Lomb Memorial Dr., Rochester, New York 14623, United States of America
Lyle R. Wetsch: Faculty of Business Administration, Memorial University of Newfoundland, St. John's Newfoundland, A1B 3X5, Canada
Clyde Eiríkur Hull: Saunders College of Business, Rochester Institute of Technology, 108 Lomb Memorial Dr., Rochester, New York 14623, United States of America
Victor Perotti: Saunders College of Business, Rochester Institute of Technology, 108 Lomb Memorial Dr., Rochester, New York 14623, United States of America
Yu-Ting Caisy Hung: Saunders College of Business, Rochester Institute of Technology, 108 Lomb Memorial Dr., Rochester, New York 14623, United States of America

International Journal of Innovation and Technology Management (IJITM), 2012, vol. 09, issue 06, 1-18

Abstract: Strong market orientation is essential to firm success. In the diverse and dynamic digital environment, a strong market orientation philosophy is even more important to the digital entrepreneur. We explore the advantages and challenges that the networked world offers the market-oriented digital entrepreneur. In particular, we examine the role of electronic community and communication and how successful digital entrepreneurs takes advantage of electronic community technologies to facilitate more effective communication with customers, partners, the digital organization, and in communicating the "product" of market orientation to the marketplace. Propositions concerning market orientation and digital entrepreneurship are introduced, and future research directions are discussed.

Keywords: Market orientation; digital entrepreneurship; electronic community; network (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (10)

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DOI: 10.1142/S0219877012500459

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