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

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