Zoekresultaten

Internet-to-go: E-marketing in commerciële bedrijfsvoering

Exploring the Perceptions of Inhibitors and Drivers of Social Media Progression among Small and Medium Enterprises at Different Stages of E-Business Maturity.

The adoption of social media (web 2.0) in the e-marketing strategy of small and medium enterprises (SMEs) is not yet researched much. Research findings in bigger companies in the USA, Europe and the Netherlands suggest that the issue is high on the think list of marketers and entrepreneurs. But what are the drivers and barriers for small and medium enterprises to make, execute, and further develop their strategy on social media? This paper places the perceptions and actions of 10 SMEs in the Netherlands in the Stages of Growth for e-Business model (SOG-e model) which focuses on e-business maturity. Findings are that general expectations and customer wishes are important drivers and that, besides time and money, the fear of negative comments on the Internet are important barriers.

Business performance and purchase intentions in cross-border e-commerce

Cross-border e-commerce is flourishing worldwide and is particularly intriguing because it allows sellers and buyers to regularly cross national borders to distant and distinct countries via the Internet. Marketers need to understand the challenges retailers and consumers may face to develop effective marketing strategies, attract foreign consumers to retailers’ websites, and convert their visits into actual purchases. This dissertation contributes to the growing literature on cross-border e-commerce by examining how e-retailers can shape their marketing strategy to reach foreign consumers who may make a purchase and what drives consumers’ perceptions and preferences before making thatpurchase. To this end, study 1 examines how and to what extent small e-retailers can shape their marketing strategies to increase their use of digital marketing tactics and thereby improve their performance in foreign markets by comparing e-retailers originating from developed and emerging e-commerce markets. Study 2 focuses on how store values and country stereotype perceptions leadto higher trust between consumers and retailers in foreign e-stores, and how this differs for European consumers shopping at U.S. and Chinese e-stores. The thirdstudy addresses why consumers buy from foreign e-stores when they can buy domestically. It examines three different categories of determinants across generational cohorts: e-store characteristics, domain-specific values, and human values. Overall, this dissertation demonstrates the drivers of small retailers’ business performance and consumers’ purchase intentions in cross-bordere-commerce while showing that neither e-retailers nor consumers should be considered uniform or generalizable.

E-business your business : van website tot strategie

Informatie- en communicatietechnologie (ICT) is doorgedrongen tot alle niveaus van de economie en samenleving. Bestaande grenzen tussen markten, bedrijven en consumenten worden opengebroken en nieuwe producten en diensten zijn steeds sneller, slimmer en goedkoper beschikbaar voor grote groepen consumenten. Door het toepassen van ICT kunnen transacties efficiënter en effectiever tot stand komen, als we tenminste met de nieuwe technologie leren omgaan. In E-business your business beschrijft de auteur het multidisciplinaire karakter van e-business. Het boek gaat over de invloed van ICT op de organisatie, de strategie en de marketing. Belangrijke ontwikkelingen zoals e-marketing, weblogs, RFID, internettelefonie, co-creatie, offshore outsourcing en mass customization worden op een heldere manier beschreven. Daarnaast geeft de auteur vijftig concrete tips om de omzet via internet te verhogen. Met dit boek raken studenten en managers vertrouwd met de wereld van e-commerce, e-business en internet.

Innovations in E-marketing with a specific focus on SMEs

Strategic orientations and digital marketing tactics in cross-border e-commerce: Comparing developed and emerging markets

In this article, the impact of strategic orientations on the use of digital marketing tactics and, subsequently, on the international business performance of small electronic retailers (e-retailers) in cross-border electronic commerce (e-commerce) is analysed. Furthermore, these relationships are compared between e-retailers originating in both developed and emerging e-commerce markets. Using a sample of 446 small business-to-consumer e-retailers from 20 European countries, we find that the deployment of digital marketing tactics has a positive effect on international business performance. Of the strategic orientations examined, foreign market orientation is most associated with the use of digital marketing tactics. Remarkably, growth orientation only has a positive effect on e-retailers from developed e-commerce markets, while customer orientation negatively affects e-retailers from emerging e-commerce markets. The differences between e-retailers from developed and emerging e-commerce markets are prominent and show that markets should not be considered as either uniform or generalisable.