Implementation of Blue Ocean Strategy in e-Commerce: Case Study Among Arabic Investors in Malaysia

E-commerce was potentially extending firms’ competency and efficiency. Hence, Arabic investors in Malaysia had serious target to increase the usage of this technology. However, the implementation of e-commerce among Arabic investors were still limited due to the lack of trust whilst dealing with it. Consequently, extensive efforts have been done to further understand this issue. To appear more insightful, this study develops a research model utilizing the technological and organizational factors to identify the determinants of the firms’ propensity in implementing e-commerce. In addition, this study hypothesizes that partnership characteristics; trust and dependency act as a moderator between the variable of implementation e-commerce. Total of 323 questionnaires were self-administrated by Arabic investors in Malaysia in 205 firms which was registered in large capital of Malaysia were analyzed using the Partial Least Squares approach. The results revealed that marketing and purchasing departments have had different views regarding the determinants of the adoption. Moreover, the results showed that the moderating role of trust was less pronounced. These findings have demonstrated how dependence asymmetries between trading partners may change the adoption motivations. The importance of considering the views and opinion of business partner for the adoption is further explained in this study.