Document Types
Business Presentation
School Code
NA
School Name
De La Salle University Integrated School (Manila)
Track or Strand
Accountancy, Business, and Management (ABM)
Research Advisor (Last Name, First Name, Middle Initial)
Atendido, Jan Nathalia A.
Abstract/Executive Summary
Following the constant technological developments in the 21st century, e-marketing emerged and became a staple component of corporate globalization. The prevalence of the Internet resulted in more opportunities for businesses to conduct their sales, and as such, it is believed that the application of e-marketing mix strategies, which are commonly referred to as the 7ps of Marketing, have a significant effect on the competitive advantage of selected clothing retailers in Metro Manila. The study is based on a modified framework for e-marketing mix consisting of product, price, place, promotion, physical evidence, people, and process, as each element of the framework can affect a firm’s competitive advantage. This is done individually and as a collective group. A quantitative method of causal and correlational research design was used, in which a survey was conducted among clothing retailers in Metro Manila which utilized online platforms, of which the data was collected both in-person and online. After thorough analysis was done with the collected data, it was concluded that the overall e-marketing mix has a significant relationship with a firm’s competitive advantage. However, among the seven indicators, all but place were found to individually have a significant relationship with the dependent variable.
Keywords
competitive advantage; e-marketing mix; online retail; clothing industry; technology
Business Presentation Type (for Business Presentation submissions only)
Business Research
Initial Consent for Publication
yes
The Effect of E-Marketing Mix on the Competitive Advantage of Selected Metro Manila Clothing Retailers
Following the constant technological developments in the 21st century, e-marketing emerged and became a staple component of corporate globalization. The prevalence of the Internet resulted in more opportunities for businesses to conduct their sales, and as such, it is believed that the application of e-marketing mix strategies, which are commonly referred to as the 7ps of Marketing, have a significant effect on the competitive advantage of selected clothing retailers in Metro Manila. The study is based on a modified framework for e-marketing mix consisting of product, price, place, promotion, physical evidence, people, and process, as each element of the framework can affect a firm’s competitive advantage. This is done individually and as a collective group. A quantitative method of causal and correlational research design was used, in which a survey was conducted among clothing retailers in Metro Manila which utilized online platforms, of which the data was collected both in-person and online. After thorough analysis was done with the collected data, it was concluded that the overall e-marketing mix has a significant relationship with a firm’s competitive advantage. However, among the seven indicators, all but place were found to individually have a significant relationship with the dependent variable.
