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Information technology and e-business marketing strategy

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Abstract

The advancement of information technology and its benefits for organizations have made the field of e-business marketing competitive and successful although there have been failures as well. Failure happens due to the use of constant strategies while the e-business environment is dynamic and in such a context, strategy formulation and implementation is a challenge for e-business organization. In this research a questionnaire was designed by reviewing the literature and interviewing experts. Analyzing the collected data, the e-business key strategy factors such as technology, information systems, risk management and compliance were extracted. In the next stage, these key factors were presented as the e-business marketing strategy model. The results suggested that dissimilar dimensions of e-business strategy factors may not be equally conducive to different marketing strategies. In particular, risk management has an insignificant relationship with any of the marketing strategies; while high level of compliance is positively associated only with a focus strategy. IT governance is positively associated with price leadership and differentiation strategies but linked negatively with focus strategy.

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Authors and Affiliations

  1. Department of Information and Technology Management, College of Management and Economic, Qazvin Branch, Islamic Azad University, Qazvin, Iran

    Mohamad Reza Sanaei

  2. Department of Information and Technology Management, Management and Economic, Tehran Science and Research Branch, Islamic Azad University, Tehran, Iran

    Farzad Movahedi Sobhani

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  1. Mohamad Reza Sanaei
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  2. Farzad Movahedi Sobhani
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Correspondence to Farzad Movahedi Sobhani.

Appendix

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Table 7 Rotated factor structure
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Sanaei, M.R., Sobhani, F.M. Information technology and e-business marketing strategy. Inf Technol Manag 19, 185–196 (2018). https://doi.org/10.1007/s10799-018-0289-0

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