Evaluation of Corporate Websites and Their Influence on the Performance of Olive Oil Companies

Abstract

Spain is among the largest producers of organic olive in the world. Yet the Spanish organic olive oil sector faces a major commercial problem due to an internal demand that is too small to match the volume of supply. Factors that explain this problem include the scarcity and scattered nature of points of sale, the lack of information available to consumers, and the very large gulf in the price between organic and nonorganic olive oil. To address these problems, the literature highlights the key commercial role of information and communication technologies (ICTs). The corporate website is a core element around which the company’s e-commerce activity revolves. The goal of this study is to confirm the relationship between business efficiency, measured using data envelopment analysis (DEA), and the quality of the corporate website, measured using the extended Model of Internet Commerce Adoption (eMICA). Although this analysis did not identify a direct relationship between these two variables, fuzzy-set Qualitative Comparative Analysis (fsQCA) revealed that combinations of elements related to corporate website quality (interactivity and processing), organizational, and structural factors (size of firm and outsourcing of ICT management) can have a direct effect on organizational performance, measured in terms of economic efficiency.