Marketing's influence and cross-functional interaction in e-commerce
by Jyh-Jeng Wu
International Journal of Services Technology and Management (IJSTM), Vol. 5, No. 3, 2004

Abstract: The purpose of the research is to discuss the role of marketing's influence and cross-functional interactions in the new field of commerce – e-commerce. In order to understand how these two factors – marketing's influence and cross-functional interactions – influence business performance in the new arena, we design a framework, ''contingency-structure-result'', which is based on strategy typology and market orientation. The study will focus on three major online industries – online bookstores, travel websites, and online retail – and take an empirical analysis using a questionnaire. Results from the survey of Taiwan websites are as follows: 1) marketing's influence and cross-functional interactions play a mediating role, which enables strategy typology and market orientation to influence business performance; 2) differentiation strategies and market orientation are positively related to both marketing's influence and cross-functional interactions, and a low cost strategy is positively related to cross-functional interactions; 3) other marketing's influence and cross-functional interaction influence business performance positively; 4) The dimensions (contingency, structure, performance) of one industry are different from those of other industries.

Online publication date: Mon, 10-May-2004

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