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Title:The role of B2B marketing strategy, ICT B2B marketing support, and service quality in market orientation – Performance relationship : evidence from three European countries
Authors:ID Jagodič, Gregor (Author)
ID Milfelner, Borut (Author)
Files:.pdf RAZ_Jagodic_Gregor_2022.pdf (1,20 MB)
MD5: 7491A7BBF98BD7E8311F9B052CE8650C
 
URL https://www.tandfonline.com/doi/pdf/10.1080/23311975.2022.2128252?needAccess=true
 
Language:English
Work type:Unknown
Typology:1.01 - Original Scientific Article
Organization:EPF - Faculty of Business and Economics
FT - Faculty of Tourism
Abstract: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.
Keywords:marketing strategy, information-communication technology, service quality, market orientation, firm performance
Publication status:Published
Publication version:Version of Record
Publication date:01.01.2022
Year of publishing:2022
Number of pages:1-28
Numbering:Vol. 9, issue 1
PID:20.500.12556/DKUM-84736 New window
UDC:005.4
ISSN on article:2331-1975
COBISS.SI-ID:124972291 New window
DOI:10.1080/23311975.2022.2128252 New window
Publication date in DKUM:17.07.2023
Views:571
Downloads:97
Metadata:XML DC-XML DC-RDF
Categories:Misc.
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Record is a part of a journal

Title:Cogent business & management
Publisher:Cogent OA, an imprint of Taylor & Francis
ISSN:2331-1975
COBISS.SI-ID:523036697 New window

Document is financed by a project

Funder:ARRS - Slovenian Research Agency
Project number:P5-0023
Name:Podjetništvo za inovativno družbo

Licences

License:CC BY 4.0, Creative Commons Attribution 4.0 International
Link:http://creativecommons.org/licenses/by/4.0/
Description:This is the standard Creative Commons license that gives others maximum freedom to do what they want with the work as long as they credit the author.

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