The influence of market orientation on marketing competency and the effect of internet-marketing integration

Norzalita Abd Aziz, Norjaya Mohd Yasin

Research output: Contribution to journalArticle

14 Citations (Scopus)

Abstract

The Internet technology has been recognised as a key business resource and is increasingly being used and integrated into firm's marketing activities. This study explored the relationship between market orientation and marketing competency and investigated the role of the Internet marketing integration in the market orientation-marketing competency linkage. From an analysis of a survey data from 47 manufacturing firms involved in exporting and 33 travel agencies, four dimensions – Providing Customer Value, Competitor Orientation, Management Commitment and Customer Retention were extracted from factor analysis result of market orientation. However, this study found that Competitor Orientation and Management Commitment influenced marketing competency of the firm. Compared to the previous study, the integration of the Internet marketing did not seem to moderate the influence of market orientation on marketing competency. In addition, the Internet-oriented profiles of the Malaysian exporters and travel agencies were constructed using characteristics in terms of its size, age in operations, the importance of different regional market to the firm, level of market orientation, and market area responded, which can be used for future research.

Original languageEnglish
Pages (from-to)3-19
Number of pages17
JournalAsia Pacific Journal of Marketing and Logistics
Volume16
Issue number2
DOIs
Publication statusPublished - 1 Jun 2004

Fingerprint

Internet marketing
Marketing
Competency
Market orientation
Travel agency
Management commitment
Competitor orientation
Factor analysis
Exporting
Marketing activities
Customer value
Manufacturing firms
Customer retention
Exporters
Integrated
Linkage
Survey data
World Wide Web
Resources
Internet technology

Keywords

  • Computer networks
  • Marketing
  • Marketing strategy

ASJC Scopus subject areas

  • Business and International Management
  • Strategy and Management
  • Marketing

Cite this

The influence of market orientation on marketing competency and the effect of internet-marketing integration. / Abd Aziz, Norzalita; Yasin, Norjaya Mohd.

In: Asia Pacific Journal of Marketing and Logistics, Vol. 16, No. 2, 01.06.2004, p. 3-19.

Research output: Contribution to journalArticle

@article{632bc370031b48549dbe4a74f597f01d,
title = "The influence of market orientation on marketing competency and the effect of internet-marketing integration",
abstract = "The Internet technology has been recognised as a key business resource and is increasingly being used and integrated into firm's marketing activities. This study explored the relationship between market orientation and marketing competency and investigated the role of the Internet marketing integration in the market orientation-marketing competency linkage. From an analysis of a survey data from 47 manufacturing firms involved in exporting and 33 travel agencies, four dimensions – Providing Customer Value, Competitor Orientation, Management Commitment and Customer Retention were extracted from factor analysis result of market orientation. However, this study found that Competitor Orientation and Management Commitment influenced marketing competency of the firm. Compared to the previous study, the integration of the Internet marketing did not seem to moderate the influence of market orientation on marketing competency. In addition, the Internet-oriented profiles of the Malaysian exporters and travel agencies were constructed using characteristics in terms of its size, age in operations, the importance of different regional market to the firm, level of market orientation, and market area responded, which can be used for future research.",
keywords = "Computer networks, Marketing, Marketing strategy",
author = "{Abd Aziz}, Norzalita and Yasin, {Norjaya Mohd}",
year = "2004",
month = "6",
day = "1",
doi = "10.1108/13555850410765159",
language = "English",
volume = "16",
pages = "3--19",
journal = "Asia Pacific Journal of Marketing and Logistics",
issn = "1355-5855",
publisher = "Emerald Group Publishing Ltd.",
number = "2",

}

TY - JOUR

T1 - The influence of market orientation on marketing competency and the effect of internet-marketing integration

AU - Abd Aziz, Norzalita

AU - Yasin, Norjaya Mohd

PY - 2004/6/1

Y1 - 2004/6/1

N2 - The Internet technology has been recognised as a key business resource and is increasingly being used and integrated into firm's marketing activities. This study explored the relationship between market orientation and marketing competency and investigated the role of the Internet marketing integration in the market orientation-marketing competency linkage. From an analysis of a survey data from 47 manufacturing firms involved in exporting and 33 travel agencies, four dimensions – Providing Customer Value, Competitor Orientation, Management Commitment and Customer Retention were extracted from factor analysis result of market orientation. However, this study found that Competitor Orientation and Management Commitment influenced marketing competency of the firm. Compared to the previous study, the integration of the Internet marketing did not seem to moderate the influence of market orientation on marketing competency. In addition, the Internet-oriented profiles of the Malaysian exporters and travel agencies were constructed using characteristics in terms of its size, age in operations, the importance of different regional market to the firm, level of market orientation, and market area responded, which can be used for future research.

AB - The Internet technology has been recognised as a key business resource and is increasingly being used and integrated into firm's marketing activities. This study explored the relationship between market orientation and marketing competency and investigated the role of the Internet marketing integration in the market orientation-marketing competency linkage. From an analysis of a survey data from 47 manufacturing firms involved in exporting and 33 travel agencies, four dimensions – Providing Customer Value, Competitor Orientation, Management Commitment and Customer Retention were extracted from factor analysis result of market orientation. However, this study found that Competitor Orientation and Management Commitment influenced marketing competency of the firm. Compared to the previous study, the integration of the Internet marketing did not seem to moderate the influence of market orientation on marketing competency. In addition, the Internet-oriented profiles of the Malaysian exporters and travel agencies were constructed using characteristics in terms of its size, age in operations, the importance of different regional market to the firm, level of market orientation, and market area responded, which can be used for future research.

KW - Computer networks

KW - Marketing

KW - Marketing strategy

UR - http://www.scopus.com/inward/record.url?scp=84992993138&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84992993138&partnerID=8YFLogxK

U2 - 10.1108/13555850410765159

DO - 10.1108/13555850410765159

M3 - Article

AN - SCOPUS:84992993138

VL - 16

SP - 3

EP - 19

JO - Asia Pacific Journal of Marketing and Logistics

JF - Asia Pacific Journal of Marketing and Logistics

SN - 1355-5855

IS - 2

ER -