The prospects of Internet-Based Channel Orientation for the competitiveness of service companies on the domestic market |
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| Institution: | 1. Center for Studies of Information Resources, Wuhan University, No.299 Bayi Road, Wuchang District, Wuhan, Hubei Province 430072, China;2. School of Information Management, Wuhan University, No.299 Bayi Road, Wuchang District, Wuhan, Hubei Province 430072, China;3. School of Information and Safety Engineering, Zhongnan University of Economics and Law, No.182 Nanhu Avenue, Donghu New Technology Development Zone, Wuhan, Hubei Province 430073, China;4. Wuhan Sports University Library, No. 461 Luoyu Road, Hongshan District, Wuhan, Hubei Province 430079, China;1. Universitat Politècnica de València, Spain;2. University of Valencia, Spain;3. ESIC Business & Marketing School, Spain;1. Department of Business Information & Analytics, Daniels College of Business, University of Denver, 2101 S. University Blvd, Denver, CO, USA;2. Department of Computer Information Systems, J. Mack Robinson College of Business, Georgia State University, 35 Broad Street, Atlanta, GA, USA;1. Department of Lenguajes y Ciencias de la Computación, University of Málaga, ETSI Informática, Campus de Teatinos, Málaga 29071, Spain;2. Lucentia Research Group, Department of Software and Computing Systems, University of Alicante, Alicante 03690, Spain;1. Wright State University, 3640 Colonel Glenn Highway, Dayton, OH, 45435, USA;2. Department of Information Technology and Operations Management, Nanyang Technological University, 50 Nanyang Avenue, Singapore, 639798 |
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| Abstract: | Drawing upon theories governing micro-institutions and strategic actions on resources, this study proposes a model suitable for assessing the antecedents and consequences of “Internet-Based Channel Orientation” (IBCO) on the operations of domestic companies of moderate or lesser size. Investigation focused primarily on the entrepreneurial capability (ENCAP) of such firms and industrial competition (INDCOM) as predictors of the IBCO of a business. Analysis was conducted as to whether IBCO contributed to heightened market sensing capability (MKTSENSE) and indirectly reinforced competitiveness. To this end, data was sourced from 198 firms based in Nigeria, typically micro-, small- and medium-sized businesses. Statistical analysis indicated that IBCO had a stronger and direct effect on encouraging the fluency of operations at small- and medium-sized enterprises. However, IBCO in combination with a competitive advantage was insufficient to attain competitiveness, the magnitude of such an effect being indirectly anchored to the MKTSENSE of the firm. This study highlights that businesses need to invest in Internet marketing tools and employ them effectively to stay competitive over the long term. |
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| Keywords: | Internet-Based Channel Orientation Entrepreneurial capability Market sensing capability Domestic market Service company Competitiveness |
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