Integrating supply chain processes in e-business in emerging and transitional economies has elicited considerable attention from practitioners and researchers. Based on the theory of market orientation and the institution-based perspective, this study investigates the effect of market...

With the boom in e-commerce live streaming in recent years, almost all walks of life have adopted e-commerce live streaming. Although the marketing form of e-commerce live streaming has fantastic potential, it cannot be a panacea for the digitalization of marketing. This study proposes that...