Information technology and e-business marketing strategy

Mohamad Reza Sanaei () and Farzad Movahedi Sobhani ()
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Mohamad Reza Sanaei: Islamic Azad University
Farzad Movahedi Sobhani: Islamic Azad University

Information Technology and Management, 2018, vol. 19, issue 3, No 4, 185-196

Abstract: Abstract The advancement of information technology and its benefits for organizations have made the field of e-business marketing competitive and successful although there have been failures as well. Failure happens due to the use of constant strategies while the e-business environment is dynamic and in such a context, strategy formulation and implementation is a challenge for e-business organization. In this research a questionnaire was designed by reviewing the literature and interviewing experts. Analyzing the collected data, the e-business key strategy factors such as technology, information systems, risk management and compliance were extracted. In the next stage, these key factors were presented as the e-business marketing strategy model. The results suggested that dissimilar dimensions of e-business strategy factors may not be equally conducive to different marketing strategies. In particular, risk management has an insignificant relationship with any of the marketing strategies; while high level of compliance is positively associated only with a focus strategy. IT governance is positively associated with price leadership and differentiation strategies but linked negatively with focus strategy.

Keywords: e-business; Information system; Marketing strategy; Compliance (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (3)

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DOI: 10.1007/s10799-018-0289-0

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