THE EVOLUTION OF E-MARKETING IN BUSINESS-TO-BUSINESS (B2B) ENVIRONMENT AND ITS IMPACT ON FIRM PERFORMANCE

Adnan Ahmed Sheikh (), Arfan Shahzad () and Awanis Ku Ishak ()
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Adnan Ahmed Sheikh: Othman Yeop Abdullah, Graduate School of Business, University Utara Malaysia
Arfan Shahzad: Othman Yeop Abdullah, Graduate School of Business, University Utara Malaysia
Awanis Ku Ishak: School of Business Management, University Utara Malaysia

JOURNAL STUDIA UNIVERSITATIS BABES-BOLYAI NEGOTIA, 2016

Abstract: Now a day, E-Marketing has become an essential factor in the development of business-to-business relationship for many organizations. The increasing trend of digital marketing and the role of Millennials generation in buying decision has made a great impact on enterprise sales. Most of the firms are facing the high cost of business and unable to reach to their buyers around the world, this research will be focused on the organizations to check the E-Marketing use. The main purpose of this study is to examine the use of E-Marketing as a mediating on the firm performance. Technology adoption such as E-Marketing and its utilization is increasing with the passage of time, but still this technology is new for many emerging economies who are unaware of the proper implementation of E-Marketing. However, E-commerce, E-Marketing or e-Business has always played a significant role in business-to-business communication process and give support to the firms in order to compete with their regional buyers. In the meantime, E-Marketing (EM) has appeared to be one of the essential factors in achieving the competitive advantage for any firm. Furthermore, in this study TOE (Technology-Organization-Environment) model in linkage with RBV theory has been established to make a strong base of overall conceptual framework. Moreover, this framework can be enhanced by adding other variables and to check firm performance not only by means firm performance, but also for the marketing performance of the particular industry. Further, the researcher will empirically validate this research by administering a survey questionnaire among Firms in a number of developing countries. So that, the research could conclude with several findings, gaps and contributions. Nevertheless, this paper will contribute to the existing knowledge and help the firms to work globally and to overcome both internal and external issues which are becoming barriers in their business performance.

Keywords: E-Marketing; Globally; B2B; Firm; Performance; Emerging Economies (search for similar items in EconPapers)
JEL-codes: M15 M31 (search for similar items in EconPapers)
Date: 2016
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