Hello! Maybe you can use percentage of transactions made by e-commerce channel (or its value) vs traditional channels? Also taking into account the growth rate of such transactions.

Hi Mikhail, thanks for your reply. If I understand, you suggest using business (market) performance outcomes to measure (strategic) e-marketing orientation. However, idea of my research is to analyze how e-marketing orientation of company affects business performance, and that is why I need a measuring instrument to measure e-marketing orientation of company. If there is no such scale, I will probably need to build  one (test validity and reliability). For example some latest research from Smart Insights (Dave Chaffey) shows that 46% of companies are doing digital marketing, but no defined strategy. 38% have defined digital strategy, but not integrated into marketing strategy (defined in separate document). Some of my ideas for scale constructs are: existence of clearly defined e-marketing strategy, existence of long-term and short-term e-marketing plan, % of marketing budget intended for e-marketing, importance of e-marketing for company ( fear of losing business, necessity for achieving a competitive advantage)...

Dear Kenan

I am not aware of a specific scale. I am happy to design a framework with you. Personally i believe that any analysis would start from the core strategy and then to work towards functional strategies. My hypothesis is that real estate is still about personal selling. An e-presence is merely about promotion.

Happy new year

Anesh

Instead of scale constructs, I would consider categorical and numeric variables, e.g. company has (oversimplified) a Twitter account, a Facebook page, for how many years, with how many posts per month, with how many comments per post, etc., % of transactions that began with online channel, etc.  

Surveys designed to elicit abstractions like rationale/perceived importance of e-marketing that are divided among roles will be subject to many sources of bias and measurement error so I think you'd be better off with reality rather than warmed-over perceptions and/or acting as if. In other words, evidence of an e-marketing strategy is more valid than self-reports about strategy.

That said, I haven't read the research you reference and you would first want to ensure that the criteria used by the authors cited can and should be operationalized to begin with. 

Dear Anesh and Laurie, thank you very much for your inputs.

Anesh: I really appreciate your offer to help in designing a framework. Can you share your e-mail with me in private message, so that we can continue communication by email.

Laurie: Thank you for sharing your thoughts with us. I know there are studies on the impact of managers attitudes (and other drivers) toward adoption of e-marketing or new technologies, however that is not what I am interested to investigate. (it can be part of framework I think). My primary goal is to test how e-marketing strategy (company is e-marketing oriented or not, and has some kind of e-marketing strategy or not, integrated into marketing strategy, or as separate document) impacts business performance of such company. I'm preparing survey which will cover real estate agencies from 8 countries, so in final I expect to have 2 groups, those who are e-marketing oriented and have (clear) e-marketing strategy and those who are not, and than we can use statistical tests to see how that impacts performance of company.

In short, there are many companies who are using e-marketing tools, but on tactical level, without of clear digital strategy, without of idea why they (need to) use digital, without of clearly defined online value proposition, without of defined SMART goals, and without of control measuring instruments. Some of them (without of strategy) are doing successful business, but I share Dave Chaffey thought that they are probably missing a lot of opportunities, and do not achieve adequate competitive advantage.

Anesh: RE brokerage  is information driven business, and I think that "e" can improve many business process, including marketing function, most in promotion for sure (even personal selling as part of promotional mix, can be supported with "e", for example virtual and video tours of properties, etc).

I have found an article: The measurement of e-marketing orientation (EMO) in b2b markets, by Abdel Monim Shaltoni, and Douglas C. West. They developed theoretical framework with 4 EMO constructs: Philosophical component, Initiation component, Implementation component, extent of e-marketing adoption. (EMO construct was measured by 12 items, and 4 items were used to measure the extent of e-marketing adoption). What do you think: can such scale be used in B2C (as RE brokerage is more B2C).

Happy new year, and all best in 2015!

You can use the BSC (Balancing Scorecard) to measure entity of company that you have. The others tool, you also can use SPC (the services profit Chain)...

Dear Dr. I Gusti Bagus Rai Utama , thanks for your suggestion. I will check BSC and SPC. Can you suggest some paper that I could read about those two scales?

Dear Paulo, thanks for your inputs. I already mentioned Shaltonia and West in my replies, they gave me some ideas, as its the only EMO scale I found.

About MO scales, I am familiar with some of them, today I found an article that summarizes many MO scales (cons and pros), article can be viewed here: http://www.ersj.eu/repec/ers/papers/09_3_p10.pdf 

Finally, Paulo can you please suggest some paper where I can read about Rukert scale?

Thanks

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