211 technology adaptation competency technology

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Unformatted text preview: arketing communication proactiveness. 2.11 Technology Adaptation Competency Technology adaptation competency is defined as the capability of the firm to adopt and change information technology in business operations; emergence of an ideology-free world as a global competition (Hitt, Ireland and Hoskison (2005; Phillips and Wright, 2009). Technology-intensive firms may exploit opportunities in a more flexible way than firm depending on their capital (Casillas, and others, 2009). Moreover, the new technology is specialized to commercialize to improve performance if the complementary (Pandza and Holt, 2007). Therefore, marketers must recover their cost as soon as possible. It implies that in dynamic global marketing strategy, marketers have to introduce product almost concurrently all over the world as soon as possible by using technology as a major tool for develop market (Sheth and Parvatiyar, 2001). Hence, technology adaptation competency becomes a key success factor for entering global marketing strategy one country at any time and any where. Likewise, Osaki (2008) discusses that the success of global marketing strategy in the digital age is based on competency to adapt technology. Therefore, the hypotheses are proposed as follows: Hypothesis 15: Technology adaptation competency positively moderates the relationships between the executive vision for globalization and (a) continuous innovation improvement, (b) flexible marketing channel focus, (c) diversified customer behavioral learning, (d) effective customer response orientation, and (e) valuable marketing communication proactiveness. Hypothesis 16: Technology adaptation competence positively moderates the relationships between the international entrepreneurial culture and (a) continuous innovation improvement, (b) flexible marketing channel focus, (c) diversified customer behavioral learning, (d) effective customer response orientation, and (e) valuable marketing communication proactiveness. Hypothesis 17: Technology adaptation competency positively moderates the relationships between the advance technology growth and (a) continuous innovation improvement, (b) flexible marketing channel focus, (c) diversified customer behavioral learning, (d) effective customer response orientation, and (e) valuable m...
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This document was uploaded on 01/28/2014.

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