Carolina+Salcedo+Article+Analysis

=Article: Information Technology Impact on Market Orientation in E-Business= by Maura Borges, Norberto Hoppen, Fernando Bins Luce For my analysis, I chose an article which focused on the role of an E-Business strategy and accompanying technologies in helping an organization build a marketing orientation. The article outlines the importance of a marketing orientation, and describes how E-Business technologies contribute to helping an organization move towards that. In addition, it describes the processes all organizations must go through in order to decide whether or not an E-Business strategy fits with their culture, vision, products, and customers.

A marketing orientation is a general strategy that a firm may choose to adopt, to commit to make sure all of their actions are focused on the marketing concept. That is, their actions are centred on creating products/services that meet specific customer needs, and aim to capitalize on the market environment that they and their customers exist in. A key component to a marketing orientation is gathering, analyzing, disseminating, and applying specific information concerning customers, competitors, and the competitive environment. An E-Business strategy can help support these activities by allowing companies to collect and process up-to-date, relevant information, communicate it throughout their firm, and use it to make market-specific decisions.

This article pertains to the course material because it highlights the importance of the context in which one uses an e-business strategy. It emphasizes that it is not the technology itself that generates competitive advantage, but how well it fits within a company’s existing system and strategic objectives. This is a key idea in the study of E-Business technologies.