دانلود رایگان مقاله انگلیسی تسهیل زنجیره ای جهت گیری بازار به ارزش ایجاد همکاری: بازاریابی الکترونیکی - الزویر 2018

abstract

Although the direct link between market orientation (MO) and firm value has been considered, few studies have examined the benefits of MO on co-creation of value. Therefore, a new perspective for determining how MO can facilitate the link between co-creation and customers and sellers is presented. Specifically, this study examines a chain of MO to value co-creation, and describes how to adopt e-marketing systems to facilitate this chain. The results of a survey of 166 international tourist hotels in Taiwan confirmed that the seller's integrated MO is critical to their adoption of e-marketing systems, which consequently facilitates the co-creation of value for sellers and their customers. The findings also show that both legal contracts and trust between partners are crucial governance mechanisms that facilitate the relationship between e-marketing adoption and value co-creation. Adopting e-marketing systems provides practical insights into business opportunities for destination marketers.

6.4. Limitations and future research

The limitations of this study are as follows. Firstly, although subjective measures were used for value co-creation, it is understood that both objective and subjective measures have advantages and disadvantages. Thus, where possible, future research should employ both measures to evaluate co-creation value. Furthermore, researchers are encouraged to adopt a longitudinal approach to ensure improved causality testing. Future research should consider including other variables, such as the business strategy and international orientation of an enterprise, to extend the proposed integrated model of e-marketing adoption. Further research must clarify the effect of top-management support and organizational incentives for the adoption of e-marketing systems. Secondly, the findings of this study provide a basis for additional research that might uncover crucial moderating effects on the relationship between adoption e-marketing systems and co-creation of value. Based on the findings presented here, future studies are encouraged to examine how governance mechanisms impact each another, and how they relate to specific outcome variables when various mechanisms are applied. It would be of value if future studies were to identify other moderators or facilitating mechanisms that create greater co-creation value for suppliers and customers through e-marketing adoption. Thirdly, this study has not analyzed the effect of the key customers’ industrial background. The samples used for the model estimation were all from international tourist hotels. The study did not examine other industrial influences or differences. Moreover, because the respondents in this study were volunteers, they were inevitably subject to self-selection variance.