Abstract
Organisations are embracing e-business in order to respond to customer trends and thrive in arapidly-changing environment. It is of managerial and academic relevance to examine theorganisational cultures and behaviours that are likely to lead to successful integration of ebusinessand positive effects on business performance. This paper presents the results of astudy using structural equation modelling to examine the relationships between reactive andproactive market orientation, innovation orientation, service orientation, e-business adoptionand business performance among a cross-section of Australian businesses. The resultsindicate e-business adoption is significantly related to business performance and mediates therelationship between most of the firm orientations and business performance, and innovationorientation is significantly correlated with reactive and proactive market orientation.
| Original language | English |
|---|---|
| Title of host publication | Sustainable management and marketing |
| Editors | Dewi Tojib |
| Place of Publication | Australia |
| Publisher | ANZMAC |
| Pages | 1-9 |
| Number of pages | 9 |
| ISBN (Electronic) | 1863081607 |
| Publication status | Published - 2009 |
| Event | Australian and New Zealand Marketing Academy Conference - Monash University, Melbourne, Australia Duration: 30 Nov 2009 → 02 Dec 2009 |
Conference
| Conference | Australian and New Zealand Marketing Academy Conference |
|---|---|
| Country/Territory | Australia |
| City | Melbourne |
| Period | 30/11/09 → 02/12/09 |