Title: The relationship between the e-marketing mix strategies and organisational performance: an empirical investigation of international organisations in Jordan

Authors: Mamoun N. Akroush, Mohammed T. Nuseir, Ashraf N. Asoub, Bushra K. Mahadin

Addresses: Talal Abu-Ghazaleh College of Business-TAG-College, German-Jordanian University – GJU, P.O. Box 921951 Amman, 11192, Jordan. ' School of Management, New York Institute of Technology, Jordan. ' Jordan Armed Forces, Jordan. ' Faculty of Banking and Financial Sciences, The Arab Academy for Banking and Financial Sciences, Jordan

Abstract: The aim of this research was to investigate the relationship between the e-marketing mix strategies and the performance of international companies in Jordan. The primary data was collected from 168 managers working for the international companies| headquarters in Jordan. Exploratory and confirmatory factor analyses were used to identify the e-marketing mix strategies and performance dimensions, and structural equation modelling was employed to test the research model and hypotheses. The findings indicate that there is a positive and significant relationship between the e-marketing mix strategies, namely, e-product, e-pricing, e-promotion and e-distribution channels, and the overall performance of international companies. There is also a positive and significant relationship between the e-marketing mix strategies and the financial and nonfinancial performance. This study found that the e-promotion and e-pricing strategies are the most influential elements of the e-marketing mix strategies on the international companies| performance. Research results, conclusions, practical recommendations, contributions to e-marketing research and future research opportunities are also discussed.

Keywords: electronic marketing; e-marketing mix strategies; electronic promotion; e-promotion; electronic pricing; e-pricing; international marketing; Jordan; electronic products; e-products; organisational performance; firm performance; e-distribution channels; electronic distribution; distribution channels.

DOI: 10.1504/IJEMR.2009.025248

International Journal of Electronic Marketing and Retailing, 2009 Vol.2 No.4, pp.317 - 351

Published online: 17 May 2009 *

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