A3 Book section, chapters in research books

Determinants of the Digital Orientation of Small Businesses

Open Access publication

Publication Details

Authors: Saunila Minna, Nasiri Mina, Ukko Juhani, Rantala Tero

Editors of book: Park, Seung Ho; Gonzalez-Perez, Maria Alejandra; Floriani, Dinorá Eliete

Edition name or number: 1

Publication year: 2021

Language: English

Title of parent publication: The Palgrave Handbook of Corporate Sustainability in the Digital Era

ISBN: 978-3-030-42411-4

eISBN: 978-3-030-42412-1

JUFO level of this publication: 3

Digital Object Identifier (DOI): http://dx.doi.org/10.1007/978-3-030-42412-1_4

Open Access: Open Access publication

Location of the parallel saved publication: http://urn.fi/URN:NBN:fi-fe2020101383803


A digitally oriented company recognizes
digital resources throughout the company and integrates them with value
creation. Digital orientation, composed of market orientation, entrepreneurial
orientation, relationship orientation, and technology orientation, is thus
considered to be a top strategic priority for companies to stay competitive.
Prior studies call for further evidence on what determines the digital
orientation of small businesses. We study the conditions under which small
companies are likely to pursue different forms of digital orientation and which
types of companies are most likely to embrace different digital orientations.
The results show that the companies that have digitality well represented in
their strategy embrace digital orientation more than the companies that do not
have digitality well represented in their strategy. Also, companies’
willingness to grow affects the level of digital orientation, whereas
competitive intensity in markets does not.


Last updated on 2021-10-02 at 07:46