The Development of an Essential Competency Model for Managers of Online Businesses in the Digital Economy

Abstract

Technological transformation in the digital economy, today’s consumer behavior as well as a significantly increased rate in logistics play an important role in the steady growth of the online business, resulting in a high level of market competition in the e-commerce market. There are many distinct differences between online and offline business models. The key objectives of this research are 1) To explore components of online business managerial competencies in the digital economy era; 2) To develop a respective competency framework, and 3) To create a guidance manual to serve as a practical, hands-on resource for the targeted management group. The representative sample was composed of 397 entrepreneurs and managers from registered e-commerce. The interview and questionnaire methods were used for data collection. The frequency, means, standard deviation, percentage, and a multiple regression procedure were used for data analysis. The results divulge four aspects of core competencies managers should master: Management, Marketing, Information Technology, as well as Law and Regulation. Twelve sub-elements can be further classified. Being reviewed and approved by experts, these components and concepts were put forth in a focus group discussion. Finally, a Managerial Competency Development Guide was formed to assist the managerial group in maintaining competitive success in the era of economy digitalization.