E-commerce evolution in Hungary: an investigation of critical succes factor

Kolos, Krisztina, Gáti, Mirkó and Gyulavári, Tamás (2011) E-commerce evolution in Hungary: an investigation of critical succes factor. In: Marketing theory challenges in emerging societies. Alexandru Ioan Cuza University of Iasi, Iasi, pp. 156-162. . ISBN 9789736406812

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In this paper we highlight how the use of internet has changed from 2004 to 2009 among Hungarian companies, how their expectations about the role of e-commerce as a competitive advantage has evolved and whether perceived benefits of e-commerce show a shift from 2004 to 2009.We investigate the role of environmental factors and market orientation as two relevant types of critical success factors proposed by the management literature and measure their impacts on Internet usage, expectations about e-commerce and perceived benefits of ecommerce. Our findings suggest that market orientation has a positive effect on Internet usage and perceived benefits of e-commerce. Internet usage and expectations are dependent on the vulnerability of the company to its macroeconomic environment. The positive outcomes of joining the EU seem to influence whether a company is able to exploit e-commerce benefits.

Item Type:Book Section
Uncontrolled Keywords:e-commerce, critical success Factors, market orientation, environmental factors
Divisions:Faculty of Business Administration > Institute of Marketing and Media > Department of Marketing
Service management
Commerce and tourism
Information economy
ID Code:493
Deposited By: Ádám Hoffmann
Deposited On:27 Jan 2012 12:49
Last Modified:27 Jan 2012 12:49

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