Abstract
ABSTRACTThe significant market volatility in the digital economy has demanded businesses to rapidly adapt their e-commerce strategies. This study examines how market volatility in the digital economy impacts e-commerce strategies, focusing on the hospitality industry in New Zealand. It analyses the role of online-to-offline platforms, digital capabilities, and strategic agility in mitigating the effects of market uncertainties on performance. The research shows that strategic agility is crucial for businesses to adapt and succeed in fluctuating markets. It highlights the importance of comprehensive digital strategies and enhanced platform capabilities, emphasizing agility to boost performance in unpredictable conditions.
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