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Paper info: Cultural Influences upon Marketing Intelligence Generation through the Internet and Value Creation in Business-to-Business Organizations: An Empirical Investigation

Title


Cultural Influences upon Marketing Intelligence Generation through the Internet and Value Creation in Business-to-Business Organizations: An Empirical Investigation

Authors


Despina A. Karayanni

Place of Publication


The paper was published at the 21st IMP-conference in Rotterdam, Netherlands in 2005.

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Abstract


This paper investigates the relationship of marketing intelligence generation through the Internet withvalue creation within a business network. The moderate effect of organizational culture upon theaforementioned relationship is also considered. Hypotheses derived from multiple streams of literatureare tested through a series of regression, T-test analyses and structural equation modeling (AMOSpackage). The research findings provide evidence that the Internet may be used as a virtual businessnetwork which brings to inter-organizational life new opportunities for business relationship buildingand new value creation perspectives. We also found that organizational culture may moderate therelationship orientation-value creation equation. Important implications are also considered.Keywords: Marketing Intelligence through the Internet, value creation, b-to-b organizations