Exploring the Role of Business Readiness in Digital Market Success: Key Influential Business Factors

Abstract

This study investigates the impact of business-related factors on business readiness and how the latter influences digital market success in medium- and small-sized companies in the Middle East. This study employs a quantitative survey-based method. A total of 300 responses were collected, notably from managers across various medium- and small-sized companies in the Middle East. The data was then analyzed using the bootstrapping method. The results indicate that Knowledge and, experience, and functional capabilities positively influence business readiness. The results also reveal business readiness's direct and mediation impact on digital market success. Practitioners and researchers will gain a greater understanding of how business-related factors and business readiness can enhance digital marketing success in the context of medium- and small-sized companies.