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Modeling the effects of strategic flexibility, organisational learning on e-business adoption and competitive advantage : an empirical investigation

Voola, Ranjit , Bougoure, Ursula, & Fry, Marie-Louise (2005) Modeling the effects of strategic flexibility, organisational learning on e-business adoption and competitive advantage : an empirical investigation. In Proceedings of The 34th European Marketing Academy Conference, European Marketing Academy Conference, Milan.

Abstract

The role of intangible firm capabilities as a source of competitive advantage has come into prominence in marketing strategy literature, due to the Resource Based View. This paper applies the Resource Based View and hypothesizes that strategic flexibility and organisation learning, conceptualised as capabilities, positively effect e-business adoption and competitive advantage. Partial Lease Squares analysis suggest that theoretical constructs function as hypothesised and explain a significant variation on e-business adoption and competitive advantage. Firms adopting e-business should develop capabilities such as strategic flexibility and organisation learning and that vendor firms may segment their potential clients based on these capabilities.

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ID Code: 32809
Item Type: Conference Paper
Additional URLs:
Keywords: resource based view, e-business adoption, strategic flexibility, organisational learning
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Deposited On: 23 Jun 2010 11:03
Last Modified: 11 Aug 2011 04:07

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