کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
7419710 | 1482564 | 2018 | 11 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Facilitating the chain of market orientation to value co-creation: The mediating role of e-marketing adoption
ترجمه فارسی عنوان
تسهیل زنجیره ای از جهت گیری بازار به ارزش ایجاد هماهنگی: نقش میانجی از پذیرش بازاریابی الکترونیکی
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کلمات کلیدی
سیستم بازاریابی الکترونیکی، جهت گیری بازار، دیدگاه نسبی، ایجاد ارزش ارزش،
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
کسب و کار، مدیریت و حسابداری (عمومی)
چکیده انگلیسی
Although the direct link between market orientation (MO) and firm value has been considered, few studies have examined the benefits of MO on co-creation of value. Therefore, a new perspective for determining how MO can facilitate the link between co-creation and customers and sellers is presented. Specifically, this study examines a chain of MO to value co-creation, and describes how to adopt e-marketing systems to facilitate this chain. The results of a survey of 166 international tourist hotels in Taiwan confirmed that the seller's integrated MO is critical to their adoption of e-marketing systems, which consequently facilitates the co-creation of value for sellers and their customers. The findings also show that both legal contracts and trust between partners are crucial governance mechanisms that facilitate the relationship between e-marketing adoption and value co-creation. Adopting e-marketing systems provides practical insights into business opportunities for destination marketers.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Destination Marketing & Management - Volume 7, March 2018, Pages 39-49
Journal: Journal of Destination Marketing & Management - Volume 7, March 2018, Pages 39-49
نویسندگان
Shu-Hui Chuang,