Hatem El-Gohary

The impact of E-marketing use on small business enterprises' marketing success

Small business enterprises (SBEs) are considered to be the economic engine leading to worldwide economic development. They have attracted substantial consideration from researchers, academics and practitioners in the last three decades. Meanwhile, E-marketing (EM) has emerged as one of the key drivers in sustaining an organisations competitive advantage. Yet, there is a lack of systematic empirical evidence regarding marketing activities that are affected by the use of EM in the (SBEs) context, and their consequent performance outcomes. Therefore, the purpose of this paper is to examine the impact of EM use by SBEs on marketing success and to develop and test a conceptual model of the antecedents and consequences of EM use by SBEs. The conceptual framework consists of the following constructs: EM budget, EM tools, pre-sales activities, after-sales activities, marketing performance and marketing effectiveness. Moreover, 12 hypotheses were developed and tested. Exploratory and confirmatory factor analyses were used to test the validity of measures, while structural equation modelling was used in hypotheses testing. Data were collected from 114 SBEs who had used different EM tools. Findings reveal that the use of EM tools has a positive influence on SBEs pre-sales activities, after-sales activities, marketing performance and marketing effectiveness. The results of this study have major implications for the marketing domain, as they stress the central role of marketing people in the successful implementation of EM in SBEs.

Muslim Tourist Perceived Value in the Hospitality and Tourism Industry

Perceived value is a subjective and dynamic construct that varies among different customers and cultures. Although perceived customer value has been studied by many researchers, no research has been done into the measurement of Muslim Tourist Perceived Value (MTPV) where Muslim tourist evaluates both traditional and religious aspects of value. By means of a multidimensional procedure, the authors developed a scale of measurement of MTPV through 24 items grouped into six dimensions: quality, price, emotional, social, Islamic physical attributes, and Islamic nonphysical attributes. The importance of the proposed constructs was theoretically justified. Using a sample of 537 Muslim tourists, the constructs were tested and validated. The results supply tourism companies with a number of operative factors that may be essential if they are to remain competitive in the dynamic marketplace. This study is probably the first to provide an integrative perspective of MTPV constructs in the hospitality and tourism industry.

Testing and validating customer relationship management implementation constructs in Egyptian tourism organizations.

ABSTRACT To date, Critical Success Factors (CSFs) for implementing Customer Relationship Management (CRM) have not been systematically investigated. Existing studies have derived their CSFs from different perspectives. However, it lacks scientifically developed and tested constructs that represent an integrative CRM philosophy. Through a detailed analysis of the literature, as well as adding new factors, this research identifies eight constructs for integrated CRM implementation in developing economies. The proposed CSFs are tested and validated through a sample of 162 Egyptian tourism organizations that utilize CRM systems, using Amos 19. The overall results from the empirical assessment were positive, reflecting the appropriateness of the proposed CSFs. This study is one of very few studies to provide an integrative perspective of CSFs for implementing CRM in the tourism sector and developing economies; it adds to the extremely limited number of empirical studies that have been conducted to investigate CRM implementation in developing countries.

Choice of export entry mode by developing economies SMEs

Purpose – The purpose of this paper is to add to the accumulative knowledge in the field through investigating the different factors affecting the choice of export entry mode by Egyptian SMEs. An organised examination of the literature related to export entry modes by SMEs is discussed to provide and develop a clear understanding about the different factors affecting the choice of export entry mode by Egyptian SMEs. Such investigation will help in achieving a deep and reflective understanding of current exporting practises by Egyptian SMEs. The findings indicated that there is very few research studies in the literature related to the choice of export entry mode in developing countries in general and there was no published studies related to the choice of export entry mode in Egypt. Design/methodology/approach – The paper reviews the published literature related to choice of export entry mode by SMEs in general and to SMEs in developing countries (e.g. Egypt) in particular. Based on this review and the re...

Leadership Teaching Impact on Tourism Students’ Attitudes and Perceptions Toward Leadership in Developing Economies: The Case of Egypt

This study aims to investigate the influence of leadership teaching in developing economies (i.e., Egypt) on tourism students’ attitudes and perceptions toward leadership and their leadership skills. The study validates a conceptual model utilizing a positivist approach, in which quantitative data were collected based on a survey strategy through questionnaires targeting a sample of 1,046 Egyptian final-year tourism undergraduate students. The findings indicate that teaching leadership in tourism undergraduate courses in Egypt has an impact on students’ attitudes and perceptions toward leadership as well as their leadership skills. This study adds to the extremely limited number of empirical studies that have been conducted to investigate leadership teaching by Egyptian universities and has great benefits for practitioners, researchers, and educators though providing a clearer view and deeper understanding of the issues related to teaching leadership in tourism undergraduate courses in a developing economy (Egypt).

An Attempt to Explore Electronic Marketing Adoption and Implementation Aspects in Developing Countries: The Case of Egypt

This paper aims to explore the current aspects related to Electronic Marketing (E-Marketing) adoption and implementation in developing countries through examining and investigating the case Egyptian small business enterprises. The paper methodically reviews E-Marketing adoption and implementation by small business enterprises related literature in general and in developing countries (e.g. Egypt) in particular. Building on the results of such a review, two stages methodology (namely survey and case studies) are used to explore the current aspects related to E-Marketing adoption and implementation by Egyptian small business enterprises. The findings indicated that there is a very few research that was conducted in the related literature to examine and/or investigate E-Marketing adoption and implementation in general and in Egypt in particular. The findings also indicated (although through a small response rate of the Egyptian small business enterprises) that Egyptian small businesses owners, marketing managers and sales managers have an immature and inexperienced knowledge of E-Marketing aspects as well as the different tools or forms related to it. It was found that the size of business, type of products, available resources, the knowledge of the owner and/or manager, customer’s orientation towards E-Marketing, and government support are the most important factors that might have a great impact of the decision of adopting E-marketing or at least one of its tools or forms by Egyptian small business enterprises. Meanwhile, international orientation or competing globally was not one of the factors affecting E-Marketing adoption as most of the small business enterprises depended totally on the Egyptian international trade points in conducting E-Marketing without trying to gain the needed experiences to conduct these activities independently. Moreover, Egyptian small business enterprises owners, marketing and sales managers did not find any positive impact for E-Marketing adoption on the marketing performance of their small business enterprises. The findings also reinforced that Egyptian small business enterprises had only conducted partial narrow-minded E-Marketing activities. KEywoRDS Case Study, Developing Countries, Egypt, E-Marketing Adoption, E-Marketing Implementation, E-Marketing, Small Business Enterprises, Survey

New Digital Media Marketing and Micro Business: A UK Perspective

This paper considers innovative marketing within the context of a micro firm, exploring how such firm’s marketing practices can take advantage of digital media. Factors that influence a micro firm’s innovative activities are examined and the development and implementation of digital media in the firm’s marketing practice is explored. Despite the significance of marketing and innovation to SMEs, a lack of literature and theory on innovation in marketing theory exists. Research suggests that small firms’ marketing practitioners and entrepreneurs have identified their marketing focus on the 4Is. This paper builds on knowledge in innovation and marketing and examines the process in a micro firm. A qualitative approach is applied using action research and case study approach. The relevant literature is reviewed as the starting point to diagnose problems and issues anticipated by business practitioners. A longitudinal study is used to illustrate the process of actions taken with evaluations and reflections presented. The exploration illustrates that in practice much of the marketing activities within micro firms are driven by incremental innovation. This research emphasises that integrating Information Communication Technologies (ICTs) successfully in marketing requires marketers to take an active managerial role far beyond their traditional areas of competence and authority.

Emerging research on Islamic marketing and tourism in the global economy

As the Middle East continues to grow as a predominant force within the international marketplace, research into Islamic practices and culture is necessary to promote business success in the region. Emerging Research on Islamic Marketing and Tourism in the Global Economy offers in-depth perspectives on the influence of Islam on consumer behavior, the travel industry, product development, and the promotion of goods and services. Focusing on current trends and tools, comprehensive interviews, questionnaires, and emerging research, this book is an essential reference source for academicians, entrepreneurs, policymakers, university students, and educators interested in research surrounding the impact of Islam on business.

E-Marketing in Developed and Developing Countries: Emerging Practices

While e-marketing has emerged as an aid in allowing businesses to reach a broader audience, evolutions in computer science and technology have made its comprehension a bit more complex.E-Marketing in Developed and Developing Countries: Emerging Practices aims to create a deeper understanding of the policies and practices that are involved in a successful e-marketing environment. This publication highlights the strategies and applications currently being used in both developed and developing countries; proving to be beneficial for entrepreneurs, policy makers, researchers, and students wishing to expand their comprehensive knowledge in this field.

An Investigation of Market Orientation (MO) and Tourism Small and Medium-Sized Enterprises’ (SMEs) Performance in Developing Countries: A Review of the Literature

ABSTRACT This paper aims to build a structured literature review of the field of market orientation and its impact on tourism small and medium-sized enterprises (SMEs) performance in developing countries. This literature review will present a comprehensive survey of market orientation (MO) published articles to facilitate good understanding of MO. It serves as an archive and aims to help the scholars and practitioners to explore, analyse, and develop a clear understanding about the different research points and methodologies implemented in previous studies related to MO and its impact on tourism SMEs’ performance. The paper systematically reviews and categorizes the published literature implementing a three-stage methodology, and thereafter analyzes and reviews this literature methodologically. The review covered many areas and identified some factors that drive/hinder market-oriented activities within tourism SMEs. Furthermore, suggestions have been made to understand more thoroughly how market orientation influences tourism SMEs performance in developing economies. A research gap in the area of market orientation and tourism SMEs performance in developing countries was identified. The study provides great benefits for owner-managers, government policy makers, scholars, and educators by clarifying the concept of market orientation and its relationship with performance in the context of tourism SMEs.