Neil Hair, Lyle R. Wetsch, Clyde Eiríkur Hull, Victor J. Perotti, Yu-Ting Caisy Hung
2012.12.1International Journal of Innovation and Technology Management
tlooto Summary
The role of electronic community and communication and how successful digital entrepreneurs takes advantage of electroniccommunity technologies to facilitate more effective communication with customers, partners, the digital organization, and in communicating the "product" of market orientation to the marketplace are examined.
Abstract
Strong market orientation is essential to firm success. In the diverse and dynamic digital environment, a strong market orientation philosophy is even more important to the digital entrepreneur. We explore the advantages and challenges that the networked world offers the market-oriented digital entrepreneur. In particular, we examine the role of electronic community and communication and how successful digital entrepreneurs takes advantage of electronic community technologies to facilitate more effective communication with customers, partners, the digital organization, and in communicating the "product" of market orientation to the marketplace. Propositions concerning market orientation and digital entrepreneurship are introduced, and future research directions are discussed.
Citation format
HAIR, Neil, et al. MARKET ORIENTATION IN DIGITAL ENTREPRENEURSHIP: ADVANTAGES AND CHALLENGES IN a WEB 2.0 NETWORKED WORLD. International Journal of Innovation and Technology Management, 2012, 09: 1250045.