Impact of market orientation and ICT on the performance of rural smaller service enterprises

Market orientation (MO) is considered as a competitive strategy for the smaller service enterprises base in rural locations. A model is proposed and validated for the rural tourism sector that envompasses the effects of MO and of the use of information and communications technology (ICT) on business...

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Veröffentlicht in:	Journal of small business management
1. Verfasser:	Peña, Ana Isabel Polo (VerfasserIn)
Weitere Verfasser:	Jamilena, Dolores María Frías (VerfasserIn), Molina, Miguel Ángel Rodríguez (VerfasserIn)
Format:	UnknownFormat
Sprache:	eng
Veröffentlicht:	2011
Schlagworte:	1995-2005 > Marketingmanagement > Wettbewerbsstrategie > KMU > Informationstechnik > Ländliche Entwicklung > Tourismuswirtschaft > Spanien > Aufsatz in Zeitschrift
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Beschreibung
Zusammenfassung:	Market orientation (MO) is considered as a competitive strategy for the smaller service enterprises base in rural locations. A model is proposed and validated for the rural tourism sector that envompasses the effects of MO and of the use of information and communications technology (ICT) on business activity, taking into account the business's financial results, improvements to the rural location, and the more personal, intangible impact on the local entrepreneur. ICT is found to have a positive impact on MO and outcomes, whereas, similarly, the adoption of MO is found to have a positive effect on outcomes.
Beschreibung:	Diagramme
ISSN:	0047-2778