Year: 2002
Type: article
Abstract: This study proposes that e-commerce (EC) initiatives are important strategic initiatives and firms' with a stronger market orientation with respect to EC would be more successful.Content analysis of the CEO's letter to shareholders of 135 Fortune 500 firms was conducted in order to evaluate the importance of EC and strategic orientation.The results provide support to the study's propositions and indicate that EC must be pursued carefully as a strategic initiative, rather than an appendage to an existing organization.
Authors: Joyce Jackson, Kuo‐Chung Chang, Varun Grover
Language: English
Subfield: Management of Technology and Innovation
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W808930968