Market Orientation in Digital Entrepreneurship: Advantages and Challenges in a Web 2.0 Networked World

International Journal of Innovation and Technology Management 9 (06), 1250045

18 Pages Posted: 10 Dec 2016

See all articles by Neil Hair

Neil Hair

Rochester Institute of Technology (RIT) - Department of Management, Marketing, and International Business

Lyle Wetsch

Memorial University of Newfoundland (MNU) - Faculty of Business Administration

Clyde Eiríkur Hull

Rochester Institute of Technology (RIT) - Saunders College of Business

Victor Perotti

Rochester Institute of Technology (RIT) - Department of Decision Sciences and Management Information Systems

Yu-Ting Caisy Hung

National University of Singapore (NUS) - Department of Information Systems

Date Written: December 1, 2012

Abstract

Strong market orientation is essential to ̄rm success. In the diverse and dynamic digital environment, a strong market orientation philosophy is even more important to the digital entrepreneur. We explore the advantages and challenges that the networked world offers the market-oriented digital entrepreneur. In particular, we examine the role of electronic community and communication and how successful digital entrepreneurs takes advantage of electronic community technologies to facilitate more effective communication with customers, partners, the digital organization, and in communicating the "product" of market orientation to the marketplace. Propositions concerning market orientation and digital entrepreneurship are introduced, and future research directions are discussed.

Keywords: Market orientation, digital entrepreneurship, electronic community, network

Suggested Citation

Hair, Neil and Wetsch, Lyle and Hull, Clyde Eiríkur and Perotti, Victor and Caisy Hung, Yu-Ting, Market Orientation in Digital Entrepreneurship: Advantages and Challenges in a Web 2.0 Networked World (December 1, 2012). International Journal of Innovation and Technology Management 9 (06), 1250045, Available at SSRN: https://ssrn.com/abstract=2882120

Neil Hair

Rochester Institute of Technology (RIT) - Department of Management, Marketing, and International Business

United States

Lyle Wetsch

Memorial University of Newfoundland (MNU) - Faculty of Business Administration ( email )

St. John's, Newfoundland A1B 3X5
Canada

Clyde Eiríkur Hull (Contact Author)

Rochester Institute of Technology (RIT) - Saunders College of Business ( email )

105 Lomb Memorial Dr.
Rochester, NY 14623
United States

Victor Perotti

Rochester Institute of Technology (RIT) - Department of Decision Sciences and Management Information Systems

United States

Yu-Ting Caisy Hung

National University of Singapore (NUS) - Department of Information Systems

13 Computing Drive
117417
Singapore

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