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The impact online social networks are having nowadays as a marketing tool in the performance of companies is yet to be made clear. Such an impact is being looked into in this paper on the basis of Spanish companies' data. Structural equations being applied to a multi-group are the channel through which an attempt is being made to ind out whether an intensive use of these networks in the marketing ield shall somehow restrain the relationship between dynamic capabilities, market orientation and entrepreneurial orientation, and what is the impact these networks are having on the latter. Survey outcomes show that this intensity somehow makes the relationship between market orientation and performance and entrepreneurial orientation smoother. A strong and determined marketing strategy in social networks could strengthen up these relationships thus enhancing their performance. [ABSTRACT FROM AUTHOR]

Small and medium-sized enterprises (SMEs) usually have wide cooperation networks. High levels of cooperation facilitate the acquisition of knowledge by clients, suppliers and competitors. The objective of this paper is to analyze the influence trust, compromise, knowledge, the management team, and the expected benefits have on three levels of cooperation (suppliers, clients and competitors). The results indicate that whilst expected benefits are the key to moving on to further levels of cooperation, trust is needed. Satistical confirmation of the hypothesis was carried-out using a logistical polytomic regression model, and the data came from 88 SMEs in Murcia, Spain. An additional investigation in other regions, to analyze the interrelation of different forms of IT cooperation in SMEs and large enterprises, could help improve the rigor of the results. [ABSTRACT FROM AUTHOR]