Authors: Despina A. Karayanni
This paper investigates the relationship of marketing intelligence generation through the Internet withvalue creation within a business network. The moderate effect of organizational culture upon theaforementioned relationship is also considered. Hypotheses derived from multiple streams of literatureare tested through a series of regression, T-test analyses and structural equation modeling (AMOSpackage). The research findings provide evidence that the Internet may be used as a virtual businessnetwork which brings to inter-organizational life new opportunities for business relationship buildingand new value creation perspectives. We also found that organizational culture may moderate therelationship orientation-value creation equation. Important implications are also considered.Keywords: Marketing Intelligence through the Internet, value creation, b-to-b organizations
Journal: ( – )
Web Address:
Publish Year: 2005
Conference: Rotterdam, Netherlands (2005)