0000000000115607

AUTHOR

Alejandro Zegarra Saldaña

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What are the relationships among Web 2.0, market orientation and innovativeness?

2013

PurposeFirms are adopting Web 2.0 technologies to improve collaboration, participation and communication; however there are few empirical studies testing the impact of this adoption. The purpose of this article is to analyze if there is a linkage amongst market orientation, Web 2.0 adoption and innovativeness.Design/methodology/approachStructural equation modeling was used to test the relationships amongst the variables. A sample of 244 firms of the hospitality industry was used. The theoretical approach is based on the market orientation and innovativeness, concepts, which have been studied by various authors in the literature.FindingsA positive relationship was found between market orient…

Web 2.0Knowledge managementWeb 2.0business.industrySample (statistics)Linkage (mechanical)Hospitality industryStructural equation modelingTheoretical Computer Sciencelaw.inventionEmpirical researchControl and Systems EngineeringlawOrder (exchange)Market orientationComputer Science (miscellaneous)ORGANIZACION DE EMPRESASBusinessEngineering (miscellaneous)Social Sciences (miscellaneous)Communications technologies
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