O2O is a new E-Commerce model, and has become an important strategy for the development of enterprises, which can improve not only corporate performance, but also corporate recognition through the combination of online and offline interaction. How to evaluate the effect of network marketing in O2O model scientifically and effectively will become the new research focus. Based on the GIOWA operat...

a r t i c l e i n f o The authors propose a mediated moderation model that links marketing capability from an outside-in perspective, organizational adaptation mechanism exploitation and exploration, organizational structural factors, and new product development (NPD) performance. The model is tested using survey data from USA and China. The results suggest that marketing capability is positive...

the present study examines the role and mechanisms of internal marketing variables on employee performance through the mediator role of organizational innovation. statistic population included 770 experts and managers, 43 departments within the agha-jari oil and gas operation company; using stratified random sampling and cochran formula 257 were selected as the sample size. three questionnaires...

The importance of alignment between information systems and the business has been referred to in both the practitioner literature and in academic research for some years. A number of rigorous studies have ascertained the relevance of IS-business alignment as an important matter. The alignment of information systems with other business functions – such as the marketing function – has been allude...

Market orientation is widely accepted as important for company performance. However, scholarly research on market orientation has emphasised the consequences of marketorientation rather than its antecedents. With the growth of the services industry, it has been suggested that internal marketing influences market orientation, as the product received is a human performance, with the employees pla...

Existing studies concerning the effects of marketing on firm performance have been conducted primarily in the areas of market-orientation and marketing strategy studies. Recently, efforts have been made in investigating the integrated effects of these two factors on firm performance. As part of these efforts, this study employed market-oriented culture and the marketing strategy making process ...

To the best of our knowledge, the international marketing literature has been examining performance exclusively as a dependent variable. In this paper we argue that performance should be investigated as an independent variable. Using survey data of over 400 managers responsible for the main export ventures of Portuguese SMEs (Small and Medium Exporters), this paper shows that past performance p...

Learning about customers takes place through relevant dialogues with those customers, also known as customer relationship management (CRM). As relationships develop, information about the customer is gathered in the firm’s customer information systems (CIS): the content, processes, and assets associated with gathering and moving customer information throughout the firm. This research develops a...

Marketing managers often use consumer attitude metrics such as awareness, consideration and preference as performance indicators because they represent their brand’s health and are readily connected to marketing activity. However, their translation into sales performance is insufficiently established to allow financially focused executives to value marketing’s contribution and make sound resour...

This paper describes a study that assesses the performance implications of matching marketing strategy to business strategy. In order to conduct this study we first reviewed the literature on marketing strategy to identify its key dimensions. We then conducted a survey of 1000 senior marketing executives about the strategic marketing practices adopted in their respective firms or business units...