Browse > Article
http://dx.doi.org/10.5859/KAIS.2019.28.4.131

Influence of Competitor and Customer Orientation on Marketing Performance through IT Competence in Chinese SMEs  

Yu, Jiatong (Cooperative Dept. of Techno-Management, Dongguk University)
Moon, Tae-Soo (School of Management, Dongguk University)
Publication Information
The Journal of Information Systems / v.28, no.4, 2019 , pp. 131-153 More about this Journal
Abstract
Purpose This study examines the roles of firm-level IT competence in the relationship between marketing orientation and marketing performance in the context of Chinese SMEs. To achieve this goal, this study presents and empirically tests a model of how competitor orientation and customer orientation can be exploited to positively influence marketing performance through IT competence. Design/methodology/approach The competitor orientation and customer orientation are based on the market orientation construct developed by Trainor et al. (2011). IT competence re based on the market orientation construct developed by Reitz et al. 2018) and the marketing performance are based on the performance construct developed by Hooley et al., (2005). To complete the investigation, we conducted a survey in China from February 2019 to April 2019. Randomly contacted 150 Chinese SMEs, including SMEs of all sizes and types. To test our hypotheses, partial least squares (PLS) method was employed. Findings The findings indicate that customer orientation is antecedent to IT competence, while competitor orientation has no significant relationship with IT competence. This study provides a better understanding of the connection between IT competence and firm performance. So companies should focus on shaping customer-oriented culture and training IT competence.
Keywords
Competitor Orientation; Customer Orientation; IT Competence; Marketing Performance; Chinese SMEs;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
연도 인용수 순위
1 Narver, J. C. and Slater, S. F., "The effect of a market orientation on business profitability," Journal of Marketing, Vol. 54, No. 4, 1990, pp. 20-35.   DOI
2 Neneh, B.N., "Customer orientation and SME performance: the role of networking ties," African Journal of Economic and Management Studies, Vol. 9, No. 2, 2018, pp. 178-196.   DOI
3 Newman, A., Prajogo, D., and Atherton, A., "The influence of market orientation on innovation strategies," Journal of Service Theory and Practice, Vol. 26, No. 1, 2016, pp. 72-90.   DOI
4 Park, S., and Oh, C., "The 4th Industrial Revolution's Impact on Network Marketing - Focused on ABN Korea Case," Journal of Information Systems, Vol. 26, No. 4, 2016, pp. 379-400.   DOI
5 Ray, G., Muhanna, W.A., and Barney, J.B., "Information Technology and the Performance of the Customer Service Process: A Resource-based Analysis," MIS Quarterly, Vol. 29, No. 4, 2005, pp. 625-652.   DOI
6 Reed, K., Goolsby, J.R., and Johnston, M.K., "Listening in and out: Listening to customers and employees to strengthen an integrated market-oriented system," Journal of Business Research, Vol. 69, No. 9, 2016, pp. 3591-3599.   DOI
7 Reitz, A., Jentsch, C., and Beimborn, D., "How to Decompress the Pressure - The Moderating Effect of IT Flexibility on the Negative Impact of Governmental Pressure on Business Agility," International Conference on System Sciences, 2018, pp. 4613-4620.
8 Ristiyanti, H., Sony, H.P., and IHALAUW, J.J., "Does an SME Hotel Adopt Customer Orientation?" Journal Ilmiah Ekonomi, Vol. 14, No.1, Juni 2019, pp. 79-91.
9 Slater, S.F. and Narver, J.C., "The positive effect of a market orientation on business profitability: A balanced replication," Journal of Business Research, Vol. 48, No. 1, 2000, pp. 69-73.   DOI
10 Sambamurthy, V. and Zmud, R.W., "The organizing logic of IT activities in the digital era: a prognosis of practice and a call for research," Information Systems Research, Vol. 11, No. 2, 2000, pp. 105-114.   DOI
11 Steinman, C., Deshpande, R. and Farley, J.U., "Beyond Market Orientation: When Customers and Suppliers Disagree," Journal of the Academy of Marketing Science, Vol. 28, 2000, pp. 109-119.   DOI
12 Teece, D.J., "Explicating dynamic capabilities: the nature and micro foundations of (sustainable) enterprise performance," Strategic Management Journal, Vol. 28, No. 13, 2007, pp. 1319-1350.   DOI
13 Zhang, J., Jiang, Y., Shabbir, R., and Zhu, M., "How brand orientation impacts B2B service brand equity? An empirical study among Chinese firms," Journal of Business & Industrial Marketing, Vol. 31, No. 1, 2016, pp. 83-98.   DOI
14 Auh, S., and Menguc, B., "Performance implications of the direct and moderating effects of centralization and formalization on customer orientation," Industrial Marketing Management, Vol. 36, No. 8, 2007, pp. 1022-1034.   DOI
15 Baker, W., and Sinkula, J., "The complementary effects of market orientation and entrepreneurial orientation on profitability in small businesses," Journal of Small Business Management, Vol. 47 No. 4, 2009, pp. 443-464.   DOI
16 Trainor, K.J., Rapp, A., Beitelspacher, L.S. and Schillewaert, N., "Integrating information technology and marketing: An examination of the drivers and outcomes of e-Marketing capability," Industrial Marketing Management, Vol. 40, No. 1, 2011, pp. 162-174.   DOI
17 Wilden, R., and Gudergan, S.P., "The impact of dynamic capabilities on operational marketing and technological capabilities: Investigating the role of environmental turbulence," Journal of the Academy of Marketing Science, Vol. 43, No. 2, 2015, pp. 181-199.   DOI
18 Wixom, B.H., and Todd, P.A., "A theoretical integration of user satisfaction and technology acceptance," Information Systems Research, Vol. 16, No. 1, 2005, pp. 85-102.   DOI
19 Yu, J., and Lee, Y., "Examining the effect of social CRM competence and capability on CRM performance: empirical evidence from enterprises in China," The Journal of Internet Electronic Commerce Research, Vol. 18, No. 6, 2019, pp. 85-103.
20 Yu, Q., Dorothy A., Bradley, R., and Yu, A.H., "Enhancing firm performance through internal market orientation and employee organizational commitment," The International Journal of Human Resource Management, Vol. 30, No. 6, 2019, pp. 964-987.   DOI
21 Bitner, M.J., Amy, L.O., and Felicia N.M., "Service Blueprinting: APractical Technique for Service Innovation, Center for Services Leadership," Arizona State University, 2007, Working Paper.
22 Bassellier, G., and Benbasat, I., "Business Competence of Information Technology Professionals: Conceptual Development and Influence on IT-Business Partnerships," MIS Quarterly, Vol. 28 No. 4, 2004, pp. 673-694.   DOI
23 Benitez-Amado, J., Llorens-Montes, F.J., and Perez-Arostegui, M.N., "Information technology-enabled intrapreneurship culture and firm performance," Industrial Management & Data Systems, Vol. 110, No. 4, 2010, pp. 550-66.   DOI
24 Bharadwaj, A.S., "A resource-based perspective on information technology capability and firm performance: an empirical investigation," MIS Quarterly, Vol. 24, No. 1, 2000, pp. 169-96.   DOI
25 Chakravarty, A., Grewal, R., and Sambamurthy, V., "Information echnology Competencies, Organizational Agility, and Firm Performance: Enabling and Facilitating Roles," Information Systems Research, Vol. 24, No. 4, 2013, pp. 976-997.   DOI
26 Chin, W.W., "The partial least squares approach for structural equation modeling," Modern methods for business research, 1998, pp. 295-336.
27 Choi, Y., Jeon, B., and Kim H., "Big data analytics, Facebook fan page, Sweepstakes, Customer engagement, FCB grid model, Social media marketing," Journal of Information Systems, Vol. 26, No. 2, 2017, pp. 01-23.   DOI
28 Day, G.S., and Wensley, R., "Assessing advantage: A framework for diagnosing competitive superiority," Journal of Marketing, Vol. 52, No. 2, 1988, pp. 1-20.   DOI
29 Fornell, C., and Larcker, D.D., "Evaluating structural equation models with unobservable variables and measurement error," Journal of Marketing Research, Vol. 18, 1981, pp. 39-50.   DOI
30 Fatemeh, R., Charles, M., and Lars, H., "Business process management and IT management: The missing Integration," International Journal of Information Management, Vol. 36, 2016, pp. 142-154.   DOI
31 Frambach, R.T., Fiss, P.C., and Ingenbleek, P.T., "How important is customer orientation for firm performance? A fuzzy set analysis of orientations, strategies, and environments," Journal of Business Research, Vol. 69, No. 4, 2016, pp. 1428-1436.   DOI
32 Gounaris, S., Tanyeri, M., Avlonitis, G.J., and Giannopoulos, A.A., "Balanced market orientation: Qualitative findings on a fragile equilibrium," Managing Service Quality: An International Journal, Vol. 22, No. 6, 2012, pp. 565-579.   DOI
33 Gu, B., Park, J., and Konana, P., "The impact of external word-of-mouth sources on retailer sales of high-involvement products," Information Systems Research, Vol. 23, No. 1, 2012, pp. 182-196.   DOI
34 Hair, F., Jr, J., Sarstedt, M., Hopkins, L., and Kuppelwieser, V., "Partial least squares structural equation modeling (PLS-SEM)," European Business Review, Vol. 26, No. 2, 2014, pp. 106-121.   DOI
35 Henseler, J., Dijkstra, T. K., Sarstedt, M., Ringle, C. M., Diamantopoulos, A., Straub, D. W., Ketchen, D. J., Hair, J. F., Hult, G. T. M., and Calantone, R. J., "Common Beliefs and Reality about Partial Least Squares," Organizational Research Methods, Vol. 17, No. 2, 2014, pp. 182-209.   DOI
36 Hooley, G.J., Greenley, G.E., Cadogan, J,W., and Fahy, J., "The performance impact of marketing resources," Journal of Business Research, Vol. 58, 2005, pp. 18-27.   DOI
37 Lee, O., Sambamurthy, K.D.V., Lim, K.H., and Wei, K.K., "How Does IT Ambidexterity Impact Organizational Agility?" Information Systems Research, Vol. 26, No. 2, 2015, pp. 398-417.   DOI
38 Hu, L., and Bentler, P.M., "Fit Indices in Covariance Structure Modeling: Sensitivity to Under parameterized Model Misspecification," Psychological Methods, Vol. 3, No. 4, 2007, pp. 424-453.   DOI
39 Huang, R., Zmud, R.W., and Price, R.L., "Influencing the effectiveness of IT governance practices through steering committees and communication policies," Europian Journal of Information Systems, Vol. 19, No. 3, 2010, pp. 288-302.
40 Kim, G., Shin, B., Kim, K.K., and Lee, H.G., "IT capabilities, process-oriented dynamic capabilities, and firm financial performance," Journal of the Association for Information Systems, Vol. 12, No. 7, 2011, pp. 487-517.   DOI
41 Mikalef, P., "Developing IT-Enabled Dynamic Capabilities: A Service Science Approach. In Perspectives in Business Informatics Research," Perspectives in Business Informatics Research, Vol. 194, 2014, pp. 87-100.   DOI
42 Mills, A.M., and Smith, T.A., "Knowledge management and organizational performance: a decomposed view," Journal of Knowledge Management, Vol. 15, No. 1, 2011, pp. 156-71.   DOI
43 Mithas, S., Ramsubbu, N., and Sambamurthy, V., "How information management capability influences firm performance," MIS Quarterly, Vol. 35, No. 1, 2011, pp. 237-56.   DOI