TECHNOLOGICAL OPPORTUNISM, ANTECEDENT OF E-MARKETING CAPABILITIES

Raul Alexandru Hutu ()
Additional contact information
Raul Alexandru Hutu: Faculty of Economics and Business Administration, West University of Timisoara, Romania

Chapter 6 in ENTERPRISES IN UNSTABLE ECONOMY, 2015, pp 70-76 from Faculty of Management and Economics, Gdansk University of Technology

Abstract: Technological opportunism is a sense-and-respond capability of a firm with respect to the new technology and an important driver of radical technology adoption. The adoption of radical technology by firms is linked to the marketing strategies in different areas like product design, distribution and pricing. The relationship between technological opportunism and marketing capabilities is an important issue in marketing research. In this paper we explore if technological opportunism as a source of competitive advantage is an antecedent of e-marketing capabilities development. Previous research suggests that organizations adopt e-marketing capabilities to transform their business model and for supporting marketing functions, such as communications. We conclude that technological opportunism is an antecedent to e-marketing capabilities development and we formulate several hypothesis to be tested in future research.

Keywords: E-Marketing Capabilities; Technological Opportunism; E-Business Adoption (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2015
ISBN: 978-83-62197-53-8
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
ftp://ftp.zie.pg.gda.pl/RePEc/gdk/chapte/ENTIME2015_CH_6.pdf (application/pdf)
Our link check indicates that this URL is bad, the error code is: 404 File not found

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gdk:chapte:7

Access Statistics for this chapter

More chapters in GUT FME Conference Publications from Faculty of Management and Economics, Gdansk University of Technology Contact information at EDIRC.
Bibliographic data for series maintained by Wojciech Drapinski ().