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Unformatted text preview: vastava and Siomkos, 1989). Furthermore, the study of Chailom and Ussahawanitchakit
(2009) asserts that customer acceptance is positively related to
E-commerce performance. Thus,
this research proposes the following hypothesis:
Hypothesis 8: The higher the market acceptance quality is, the more likely that firms will gain
greater (a) marketing excellence and (b) marketing performance.
2.5 Marketing Excellence
Marketing excellence refers to an ability of the firm to encompass superiority in understanding markets,
making strategic choice, delivering value and monitoring value greater than the competitors (Jagersma,
2006). Smith (2007) asserts that a firm with excellent practice is addressed in terms of customer-needoriented and places a premium on understanding what opportunities and threats arise from the external
environment. In addition, Pieter (2006) argues that the marketing excellence at the value delivery is
characterized by a concern with how the marketing mix creates value for the customer, rather than just
selling the product. Stuart-Kregor (2006) conclude that the key drivers of company achieving true
marketing excellence are related to levels of market performance. Thus, the firms are more likely to
survive in business environment at that time such as growth rate of sales volume, market share, continual
business growth etc (Eckert and West, 2008; Esteve-Perez and Manez-Castillejo, 2008). Thus, it leads to
the hypothesis proposed as follows:
Hypothesis 9: Marketing excellence has a positive relationship with (a) market performance and
(b) firm survival.
2.6 Marketing Performance
Marketing performance refers to a firm’s perception about the outcomes that the firm can achieve the goal
in terms of sales growth, profitability, market share, ability to introduce innovation, customer satisfaction,
and customer acceptance (Mishra and Shan (2009). Townsend et al., (2004) find that global product
standardization and global marketing structure drive the implementation of global product processes
which are positively rel...
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This document was uploaded on 01/28/2014.
- Spring '14
- The Land