PurposeThis paper explores the effect the regional technological environment has on technology-driven performance, measured by enterprise resource planning (ERP).Design/methodology/approachThis study specifies a productivity-based production function driven by ERP system adoption. Employing a quasi-experimental research design, the author disentangles two effects – the average effect of ERP adoption and the moderation effect of the regional technological environment. The novelty of this study is that it merges publicly available information retrieved via text-mining tools and official financial reports published by companies.FindingsThe total effect of technology adoption on productivity varies from almost 3%–9% in different technological environments. Moreover, this study’s results revealed that the regional technological environment could enhance the effect of adopting different ERP systems.Originality/valueWhile some papers investigate the relationship between ERP adoption and firm performance regarding the environmental context of a firm, the effect of the regional technological environment on the relationship between technology adoption and firm performance is understudied. Thus, this research tries to contribute to a deeper understanding of the regional context's impact on technology-driven performance. The authors used automated content analysis to collect data on technology adoption; by doing so, this study contributes to the growing body of research utilising the text-mining approach to extract data stored in Internet-based information sources.

It gives an overview of the current Russian internet market development and trends. To identify the obstacles to and opportunities for the Russian e-commerce market, 25 in-depth interviews with representatives of Russian internet businesses were conducted. The empirical research reveals that the most significant barriers for the Russian market are barriers concerning market, infrastructure, and institutional issues.

E-commerce market development depends on a configuration of factors which can both enable its further development and hinder its adoption by consumers. In particular, emerging markets provide a range of opportunities for e-commerce; however, they are also associated with specific barriers, limiting the potential for fully exploiting these opportunities. With an Internet audience of 93 mln people, the Russian emerging market represents the largest online audience in Europe, allowing it to stimulate substantial e-commerce growth over the last decade. The main objective of this paper is to explore consumer perception of e-commerce adoption factors at two levelsmacro-level factors associated with the overall environment, institutional factors and trust; and store-level factors associated with real consumer experiences. This multi-level approach reflects the complexity of consumer thinking about the market -both in terms of the evolving environment, which offers consumers opportunities to make decisions and purchases, and real experience, where product factors influence particular consumer decisions and are weighed by consumers as pros and cons. Our study is based on a survey of 3 387 respondents that represented the consumer perspective. The findings reveal the structure of the driving and limiting factors, highlighting the core role of the trustworthiness and transparency of the e-commerce market players, delivery conditions, and store-related risks.

This paper is aimed at identifying the role of digital manufacturing in changes of marketing activities of industrial companies from the point of view of a business management system. Authors define and conceptualize the notion of "digital manufacturing". Research design is based on the Deloitte Company methodology based on value creation approach. Customers, product, economics of production, and value chain are essential methodology parameters. Our analysis shows that implementation of digital manufacturing will necessarily significantly change entire business model and marketing activity of the company. The main drivers of this process are building and maintaining relationship with customers and new opportunities related to product design and production. Interaction with customers without intermediaries, customers' involvement in the processes of new products development, new technical possibilities of creating personalized product-service solution are main changes in marketing activities caused by the implementation of digital manufacturing at the company.

The article presents the comparative analysis of theoretical approaches to the definition of marketing practices and their understanding by marketing representatives of Russian companies. The article analyzes the existing theoretical approaches to marketing practices as well as the basic models of marketing practices. The research methodology is based on the use of qualitative methods of data collection through semi-structured in-depth interviews with respondents and on the content analyses of this information. In-depth interviews with 91 representatives of Russian companies’ marketing departments were conducted as a part of the empirical research. The analysis shows that there is no uniform understanding of marketing practices among researchers in the marketing field and representatives of Russian companies. Researchers define marketing practices as a set of marketing tools, the method of marketing activities organization within the company as well as the company’s ability to adapt to environmental factors. There is a fragmentary understanding of marketing practices among the representatives of Russian companies including marketing implementation tools, marketing management in the company and specific marketing activities.