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2019 | 15 | nr 4 Evolving Enterprise Competences as a Consequence of Response to Changes in the Environment | 11--33
Tytuł artykułu

E-business Tools Adoption and Export Performancev : Empirical Evidence from Croatian Companies

Warianty tytułu
Języki publikacji
EN
Abstrakty
Rozwój technologii umożliwił firmom wszelkiego rodzaju, branży i wielkości aktywne uczestnictwo w międzynarodowym biznesie. Technologie informacyjno-komunikacyjne (ICT), a zwłaszcza narzędzia e-biznesu, są ważne dla międzynarodowej działalności przedsiębiorstw. Technologie informacyjno-komunikacyjne zwiększają potencjał firmy do znacznego przyczynienia się do wzrostu gospodarczego, ponieważ odgrywają istotną rolę w upraszczaniu procesów biznesowych i przyczyniają się do poprawy konkurencyjnej obecności firmy na rynku. Celem tych badań jest określenie poziomu wdrożenia narzędzi e-biznesu w chorwackich firmach eksportujących i zbadanie ich wpływu na wyniki eksportowe. W analizie poziomu wdrożenia narzędzi do e-biznesu zastosowano model OECD, częściowej dojrzałości e-commerce, który mierzy kilka aspektów gotowości ICT i intensywności stron internetowych i e-commerce w firmach eksportujących. Zbadano kilka różnych aspektów wdrażania narzędzi do e-biznesu, a mianowicie korzystanie z poczty elektronicznej, korzystanie z Internetu w badaniach rynku, promocję, handel elektroniczny i możliwości płatności elektronicznych. Poziom wydajności eksportowej mierzono za pomocą trzech elementów: wskaźnika eksportu / całkowitej aktywności biznesowej, wskaźnika eksportu / całkowitego dochodu oraz, dodatkowo, istnienia wielojęzycznych, oficjalnych stron internetowych. Nasze ustalenia dostarczają wystarczających dowodów na to, że przyjęcie narzędzi e-biznesowych ma pozytywną korelację z wynikami eksportowymi chorwackich eksporterów. Należy jednak zauważyć, że trzy czynniki związane z przyjęciem narzędzi e-biznesu pozytywnie korelują z wynikami eksportowymi: a mianowicie (1) korzystanie z poczty elektronicznej do korespondencji z partnerami / dostawcami / nabywcami, (2) korzystanie z Internetu jako narzędzia promocyjnego dla zagranicznych rynków i (3) korzystanie z płatności elektronicznych. Dwa pozostałe czynniki przyjęcia narzędzi e-biznesowych, które zostały zmierzone to (1) wykorzystanie Internetu jako źródła informacji o rynkach zagranicznych / kupujących / dostawcach oraz (2) zamówienia online / sprzedaż online, nie odnotowały istotnej korelacji z wynikami eksportowymi. Ustalenia te sugerują, że wciąż jest miejsce na lepsze wdrażanie narzędzi e-biznesu w chorwackich firmach eksportujących, szczególnie w zakresie badań rynku oraz zamówień online i sprzedaży, które mogą przyczynić się do lepszych wyników eksportowych. Jeśli chodzi o orientację geograficzną rynku międzynarodowego, stwierdziliśmy znaczne różnice w firmach eksportujących zorientowanych na rynki odległe geograficznie i kulturowo (rynki nieregionalne i poza UE), które mają statystycznie wyższy poziom wdrażania narzędzi e-biznesowych w porównaniu z firmami eksportującymi głównie na rynki regionalne i rynki UE. Pokazuje to znaczenie przyjęcia narzędzi e-biznesu dla dotarcia do odległych rynków, które są ważne dla wielu chorwackich eksporterów i zarządzania nimi. (abstrakt oryginalny)
EN
Technology development has enabled companies of all kinds, industries, and sizes to actively participate in international business. Information and communications technology (ICT), and especially e-business tools, are important for the international activities of companies. ICT empowers the company's potential to contribute significantly to economic growth, as it plays a vital role in simplifying business processes and contributes to the improvement of the competitive market presence of a company. The objective of this research is to identify the level of e-business tools adoption in Croatian exporting companies and investigate its influence on their export performance. In the analysis of the level of e-business tools adoption, a partial OECD e-commerce maturity model was used, which measures several aspects of ICT readiness and intensity of web sites and e-commerce in exporting companies. Several distinct aspects of e-business tools adoption were examined, namely e-mail usage, internet usage in market research, promotion, e-commerce, and e-payment possibilities. The export performance level was measured through three elements: the export/total business activities ratio, the export/total revenue ratio and, additionally, the existence of multilingual official websites. Our findings provide enough evidence that e-business tools adoption has a positive correlation to export performance for Croatian exporters. However, it should be noted that three e-business tools adoption factors positively correlate with export performance: namely (1) e-mail use for correspondence with partners/suppliers/buyers, (2) use of the internet as a promotional tool for foreign markets and (3) e-payment use. Two remaining e-business tools adoption factors that were measured - (1) use of the internet as an information source on foreign markets/buyers/suppliers and (2) online ordering/sales, did not record a significant correlation with export performance. These findings imply that there is still room for better implementation of e-business tools in Croatian exporting companies, particularly regarding market research and online ordering and sales that can contribute to better export performance. With regard to international market geographical orientation, we found significant differences in exporting companies oriented toward geographically and culturally distant markets (non-regional and non-EU markets) that have a statistically higher level of e-business tools implementation in comparison to those exporting dominantly to regional and EU markets. This illustrates the significance of e-business tools adoption for reaching and managing those distant markets that are important for a number of Croatian exporters. (original abstract)
Twórcy
  • Strossmayer University of Osijek, Croatia
autor
  • Strossmayer University of Osijek, Croatia
  • Strossmayer University of Osijek, Croatia
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