Al Asheq, Ahmed and Rahman Tanchi, Khadiza and Kamruzzaman, Md. and Mobarak Karim, Md.
(2021)
The impact of e-marketing orientation, technological orientation and learning capacity on online SME performance.
Innovative Marketing, 17 (3).
pp. 168-179.
ISSN 1814-2427
Abstract
Currently, Internet penetration is accelerating across the country in Bangladesh, which,
in particular, has led to the simultaneous development and growth of online businesses.
Due to increased internet availability and accessibility, a number of small and medium
enterprises (SMEs) continue to operate using an Internet-driven online platform. This
context requires a research effort to investigate the underlying factors that might influence the business performance of online SMEs. Thus, the aim of the study is to examine the impact of e-marketing orientation (EMO), technology orientation (TO), and
learning capability (LC) on online SME performance in the context of Bangladesh. In
this study, the dependent variable is online SME performance, whereas the independent variables are EMO, TO and LC. To achieve this objective, the study developed a
questionnaire based on past literature. Following a non-probability random sampling
approach, 320 survey forms were distributed among online SME owners using the
online survey system (Google form), and finally 156 responses were realized as fully
complete responses. Hence, the study sample size is n = 156. SPSS version no. 26 was
used to analyze the correlation among independent and dependent variables and to
test the hypotheses. During statistical analysis, the 5% significance level is used as a
threshold value to accept hypotheses. The study results show that EMO, TO and LC
have a statistical and significant impact on online SME performance. Finally, this paper
seeks to outline several important implications for online SME owners, as well as suggest several directions for future research.
| Item Type: |
Article
|
| Keywords: |
e-marketing; technology; learning capability; SME
performance; Bangladesh; |
| Academic Unit: |
Faculty of Social Sciences > School of Business |
| Item ID: |
18679 |
| Identification Number: |
https://doi.org/10.21511/im.17(3).2021.14 |
| Depositing User: |
IR Editor
|
| Date Deposited: |
20 Jun 2024 13:42 |
| Journal or Publication Title: |
Innovative Marketing |
| Publisher: |
Business Perspectives |
| Refereed: |
Yes |
| URI: |
|
| Use Licence: |
This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available
here |
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