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MARKET ORIENTATION IN DIGITAL ENTREPRENEURSHIP: ADVANTAGES AND CHALLENGES IN A WEB 2.0 NETWORKED WORLD

Saunders College of Business, Rochester Institute of Technology, 108 Lomb Memorial Dr., Rochester, New York 14623, United States of America

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LYLE R. WETSCH

Faculty of Business Administration, Memorial University of Newfoundland, St. John's Newfoundland, A1B 3X5, Canada

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CLYDE EIRÍKUR HULL

Saunders College of Business, Rochester Institute of Technology, 108 Lomb Memorial Dr., Rochester, New York 14623, United States of America

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VICTOR PEROTTI

Saunders College of Business, Rochester Institute of Technology, 108 Lomb Memorial Dr., Rochester, New York 14623, United States of America

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, and

YU-TING CAISY HUNG

Saunders College of Business, Rochester Institute of Technology, 108 Lomb Memorial Dr., Rochester, New York 14623, United States of America

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https://doi.org/10.1142/S0219877012500459Cited by:69 (Source: Crossref)

Abstract

Strong market orientation is essential to firm success. In the diverse and dynamic digital environment, a strong market orientation philosophy is even more important to the digital entrepreneur. We explore the advantages and challenges that the networked world offers the market-oriented digital entrepreneur. In particular, we examine the role of electronic community and communication and how successful digital entrepreneurs takes advantage of electronic community technologies to facilitate more effective communication with customers, partners, the digital organization, and in communicating the "product" of market orientation to the marketplace. Propositions concerning market orientation and digital entrepreneurship are introduced, and future research directions are discussed.

Keywords:

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