An Analytical Study of the Relationship Between Network Capability and e-Marketing to Achieve the Competitive Advantage of MSEs

Abstract

Purpose Two technical developments that stimulate reality perception are network capabilities and e-marketing. Both have been used in marketing situations to help businesses increase their competitiveness. From a scientific standpoint, the goal of this study is to frame the relationship between Network Capability and e-marketing to improve the competitiveness of MSEs advancements over the last five years. Design/Methodology/Approach One method employed in this research is to conduct a comprehensive literature review of the available international studies. For examining publications published in highly rated scientific journals indexed in Scopus, we used the meta-analysis method. We used (WordStat 8 and MAXQDA 2020) as part of the analysis process to look at articles and summarize descriptive statistics and correlation and keyword cloud. Findings Network Capability and e-marketing research are heavily reliant on mobile technologies. The gap between wearable gadgets and their counterparts is expected to close shortly. No analysis found on Big Data/machine e-marketing based on secondary data is a serious gap. Also, the fact that there are minor studies on the relationship between network capability and e-marketing and their impact on the competitiveness of SMEs is evident here. Future implication When we look to the future during the Corona pandemic, we can see that companies that adopt e-marketing and network capabilities will recover and eventually get out of the pandemic crisis faster than other companies. This is based on the ability of companies, particularly technology companies, to adapt and change, as well as invent new tools. As a result, a set of reasons and directives must be provided to enable us to understand this transformation and capitalize on it as an opportunity to change marketing methods and develop company network capabilities so that companies can continue to compete while maintaining interaction and customer loyalty. Originality/Value E-marketing technology and network capabilities are maturing, and additional marketing applications are emerging. For research to progress forward, scholars must keep pace and fill in the research gaps in both fields. The literature review study reflects this association between Network Capability, Competitiveness, and Marketing in MSEs. It also allows scholars to perform a more thorough analysis of theoretical development and collaborative work on the relationship between Network Capability, Competitiveness, and Marketing.