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The mediating role of logistics 4.0 capability on therelationship between e-commerce marketing andfirm performance
Gözde Yanginlar, Mustafa Emre Civelek, Ihsan Bahçeci, Matevž Obrecht, 2024, izvirni znanstveni članek

Opis: This study aims to determine whether e-commerce marketing capability impacts firm performance and what role logistics 4.0 plays in this relationship. Based on the literature and grounded on dynamic capability theory we develop a theoretical framework in which logistics 4.0 capability plays a mediating role in the relationship between e-commerce marketing and firm performance. Our hypotheses are tested using survey data from 553 respondents working in the logistics, textiles, white goods, and electronics sectors. The data is analyzed using structural equation modeling. Empirical results show that e-commerce marketing positively impacts firm performance and logistics 4.0 capability is mediating in this relationship. Logistics 4.0 capability enhances firm performance by improving on-time deliveries and increasing the efficiency of supply chain processes. Our results highlight the importance of investing in Logistics 4.0 capability including talent, managerial, and technical resources to improve the benefits the firm is getting from e-commerce marketing. Logistics 4.0's capability enhances e-commerce marketing's impact on firm performance by increasing on-time deliveries, efficiency, flexibility, quality, and responsiveness to customers, and improving the ability to build enterprise agility. This study contributes to firm performance literature by identifying the mediating role Logistics 4.0 plays in the relationship between ecommerce marketing and performance
Ključne besede: logistics 4.0 capability, e-commerce marketing capability, firm performance, dynamic capability
Objavljeno v DKUM: 09.08.2024; Ogledov: 91; Prenosov: 9
Celotno besedilo (609,96 KB)

The role of B2B marketing strategy, ICT B2B marketing support, and service quality in market orientation – Performance relationship : evidence from three European countries
Gregor Jagodič, Borut Milfelner, 2022, izvirni znanstveni članek

Opis: The purpose of this study is to evaluate the role of marketing strategy, information communication technology (ICT) marketing support, and service quality in the market orientation–performance relationship. Even though there are many studies considering the market orientation–performance relationship they rarely take into consideration ICT marketing support and marketing strategy, especially concerning the companies operating in B2B markets. Additionally, this study compares the impacts of the constructs between two emerging economies (Slovenia and Serbia) and one developed economy (Austria) on a random sample of 636 companies. Results were obtained based on the set hypotheses using the covariance-based structural equation modeling (SEM) and invariance testing procedure to make comparisons between the three countries. Market orientation strongly influenced the successful development and implementation of marketing strategies, ICT support, and service quality. The impact of service quality on company performance was statistically insignificant and only the indirect impact of market orientation on company performance through service quality was determined. ICT marketing support and successful development and implementation of B2B marketing strategy were also positively related to company performance. This study can help managers in B2B companies in emerging and developed markets to learn how to use specific marketing resources in order to achieve higher company performance.
Ključne besede: marketing strategy, information-communication technology, service quality, market orientation, firm performance
Objavljeno v DKUM: 17.07.2023; Ogledov: 571; Prenosov: 94
Celotno besedilo (1,20 MB)
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