Digital marketing capabilities in international firms: a relational perspective

Wang, Fatima

doi:10.1108/imr-04-2018-0128

Cited by 114 publications

(120 citation statements)

References 75 publications

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“…Trade is usually handled by intermediaries, which connect manufacturers and retailers (Fung & Chen, 2010). In marketing ability, it will refer to the relational competencies needed to improve relationships with customers, suppliers, and channel partners (Wang, 2020).…”

Section: Capabilities Of Partnersmentioning

confidence: 99%

The Effect Of Partner Capabilities, Economic Benefits And Trust To Continue Channel Partnership by MSMEs

Aliyafi'iy

Sanaji

2021

JBMR

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The development of a business model requires SMEs to develop and strive to make their business run smoothly and develop for the better. Therefore, to catch up with big business competitors, it requires business cooperation. This study aims to determine the effect of partner capabilities and economic benefits on the decision to continue a business partnership that mediated by trust. To analyze the model, this study used 80 SMEs that partnered with Lamongan Mart. We used the partial least square (PLS) method to test the hypothesis. The results show that there is a significant effect of partner capability on trust. Economic benefits have a significant effect on trust. The decision to continue the partnership is significantly influenced by the partner's capabilities and economic benefits. Trust has a significant effect on the decision to continue the partnership. In conclusion, trust can mediate partner capabilities and economic benefits to the decision to continue the partnership.

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Section: Capabilities Of Partnersmentioning

confidence: 99%

The Effect Of Partner Capabilities, Economic Benefits And Trust To Continue Channel Partnership by MSMEs

Aliyafi'iy

Sanaji

2021

JBMR

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“…Business is central to Māori development, economic prosperity, and self-determination (Harmsworth, 2009). Māori business owners operate businesses across an extensive range of industries including tourism, forestry, fishing, agriculture, geothermal, technology, manufacturing, energy, property development, mining, retail trade, and business services (Ruwhiu et al, 2018). Ruwhiu et al (2018) opine that what specifically makes Māori business different from other forms is business is the "obligations to extended family groups; responsibility and accountability to a broader range of stakeholders; application of tikanga in the business environment; and an ethos that mirrors the broad goals and values of the Māori world" (pp.…”

Section: Māori Businessmentioning

confidence: 99%

“…Māori business values are derived from traditional intergenerational wisdom from a Māori worldview which is based on connectedness between all thingsphilosophical, cosmological, physical and spiritual (Mrabure et al, 2018;Ruwhiu et al, 2018). Māori business practice, then, is propelled by a "culturally oriented value-system that privileges the sanctity of relationships and connection" (Ruwhiu et al, 2018, p. 5).…”

Section: Māori Businessmentioning

confidence: 99%

Digital marketing in Māori higher education: A case study of Te Wānanga o Aotearoa

Haurua¹,

Rangiwai²

2020

tekaharoa

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The shift to neoliberalism in the 1980s meant that higher education in Aotearoa New Zealand became business-orientated—a situation which prevails today (Narayan, 2020; Olssen, 2002). The digitisation of business means that for businesses to remain relevant, they must embrace digital marketing (Herhausen et al., 2020; Makrides et al., 2020). Indeed, in higher education, too, the need for digital marketing is inescapable (Sawlani & Susilo, 2020). This paper will discuss digital marketing in higher education and will look specifically at some aspects of the digital marketing approach of Te Wānanga o Aotearoa. This paper will begin with a very brief history of Māori business during the early colonial period, as well as a short description of contemporary Māori business. This article will discuss the most current understandings of digital marketing in higher education. Importantly, this paper will use the three relationship marketing success factors identified by John (2020)—trust, commitment, and service orientation—and relate these to the four values of Te Wānanga o Aotearoa (2020)—Te Aroha, Te Whakapono, Ngā Ture, and Kotahitanga—as a means of identifying gaps in Te Wānanga o Aotearoa’s current digital marketing approach.

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“…Marketing capability can also help the company develop a new product or improve the existing ones with a new feature and attribute, especially by using smart digital marketing (Low et.al., 2020). Besides, the marketing capabilities are functioned to fulfill the customers' demand at present and new customers' to stabilize the position and maintain the survival skill in avoiding new competitors in the digital marketing world (Wang, 2020).…”

Section: Marketing Capabilitiesmentioning

confidence: 99%

Performance of GoFood MSEs Partnership: An Integration of Entrepreneurial Orientation, Marketing Capabilities, and Brand Orientation

Prastiwi¹,

Rohimat²

2020

Shirkah

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The current application of Gojek with its GoFood feature can serve the function as promotion media to consumers at the maximum extent for the Micro and Small Enterprises (MSEs) in the culinary business. Nevertheless, not all have been able to experience the improvement of this business performance in terms of the new application feature. Therefore, this study aims at investigating and analyzing the role of entrepreneurial orientation, marketing capability, and brand orientation to improve the performance of GoFood partnering SMEs. There were 112 samples of business partners in Surakarta participated in this study. The data analysis technique was by SEM using the application of AMOS 2.4. The research findings provide a conclusion that there is a significant effect of entrepreneurial orientation on marketing capabilities, brand orientation, and business performance. However, marketing capability and brand orientation were not proven to improve business performance; similarly, the mediation of entrepreneurial orientation through marketing capability and brand orientation was not supportive of business performance development. This study provides an actual contribution to the performance improvement of MSEs entrepreneurs through the digital application as an innovation and creativity of business players.

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Digital marketing capabilities in international firms: a relational perspective

Cited by 114 publications

References 75 publications

The Effect Of Partner Capabilities, Economic Benefits And Trust To Continue Channel Partnership by MSMEs

The Effect Of Partner Capabilities, Economic Benefits And Trust To Continue Channel Partnership by MSMEs

Digital marketing in Māori higher education: A case study of Te Wānanga o Aotearoa

Performance of GoFood MSEs Partnership: An Integration of Entrepreneurial Orientation, Marketing Capabilities, and Brand Orientation

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