Business Resources Impact on E-Commerce Capability and E-Commerce Value: An Empirical Investigation

摘要

Many firms around the world have embraced E-commerce as a strategic marketing tool to enhance the competitive advantage and organizational performance. From the last two decades, E-commerce has obtained prominent importance and it is considering as a key dimension to a firm value. Most of the firms have invested prominently in this technology to compete in the fast faced business environment. But many firms are still lacking in getting the advantages of E-commerce technology. Most of the research has been conducted to generate the strategies for E-commerce success but still many firms are facing difficulties in generating E-commerce value. In this study, the researchers proposed a model that provides brief explanations of how to generate E-commerce value. This study shows the business resources (innovative capacity, market orientation and strategic flexibility) impact on E-commerce capability that contributes significantly to the organizational performance. Data from 287 manufacturing firms were collected using personally administered and online survey approach. The results showed that innovative capacity, marketing orientation and strategic flexibility are the key predictors of E-commerce capability that leads to better business performance. In this study E-commerce value measured by the financial and non-financial performance of the firm at the post E-commerce implementation level. The results indicate that market orientation, innovative capacity and strategic flexibility shape the development of E-commerce capability and its combination together with E-commerce capability contribute to organizational performance in digital business environment. To the practitioners, this study provides a checklist for the managers that could be very effective in making decisions and strategies for the usage and implementation of E-commerce. To the literature, this study introduced a new theoretical foundation that how firms utilize their business resources when they enter in the online business environment.