A three country comparison of internet marketing

This paper provides information on business use of the Internet (Net) and World Wide Web (Web) across three countries viz Australia, New Zealand and the United Kingdom (UK), and explores reasons for observed differences in use. The study reports that UK firms are more likely to use the Internet in relationship management than are Australasian firms. The conclusion drawn is that while there is less sophisticated business use of the Internet by Australasian companies relative to UK companies, this is but one reason for lower household penetration of the Internet and lower online purchasing levels.<br /

E-marketing in perspective: a three country comparison of business use of the Internet

Presents an inter-country comparison of the business use of the Internet as part of a competitive marketing strategy. Firstly, examines online marketing strategy, reporting that the professed benefits from Internet use are mostly illusory, particularly for the small business sector. Next, describes a survey of 400 businesses in Australia and New Zealand plus a questionnaire survey of 140 business-to-business marketing organizations in the UK and compares the results in terms of the strategic function, marketing communication function, marketing logistics function and relationship management function. Discovers that there are both similarities and differences in the way the three countries use the Internet. Reports that the major difference is in the strategic use of the Internet to gain competitive advantage, improve cost-effectiveness and relationship management, with Australian and New Zealand firms using the Internet to communicate with local firms and maintain relationships at a local level to support sales made through traditional channels.<br /

Inter-Organizational Infastructure in the Australian Travel Sector

Recent advances in technical capabilities have facilitated an increase in the reach and range of the connectivity of Information and Communications Technologies (ICTs). It is proposed that one resultant opportunity is an enhanced ability to supply a common service to a group of firms that operate at a similar point in the value chain – referred to here as Joint Service Provision (JSP). It is argued that JSP will be most appropriate for the development of inter-organisational infrastructure as a result of organisational, institutional and industry level considerations. One specific issue, for noninfrastructural services, is the potential impact on the relative competitive positions of organisations using such services. A case study of electronic distribution in the Australian travel sector was conducted to determine whether use of JSP was indeed increasing. The study also sought to ascertain whether the implications for the source and location of value within the sector varied depending upon whether the JSP represented the development of inter-organisational infrastructure or not

Digital Marketing in Small and Medium Enterprises: Evidence from the Industrial Supplies Sector in Singapore

In this digital age, technology has affected many company businesses, including small and medium enterprises (SMEs). From the perspective of resource-based theory (RBT), SMEs inherently possess limited resources reducing the companies’ competitiveness in the marketplace. In the Singapore business environment, it becomes tough particularly for the industrial supplies SMEs. These companies are heavily dependent on their relationship-based networks (RBN) for surviving their businesses. Despite the Singapore government’s initiatives to encourage the industrial supplies SMEs to digitalise their marketing efforts, the response has been lukewarm which can be detrimental to their business sustainability in a competitive market space.This study burrows in-depth into understanding the role of digital marketing as a strategic tool for industrial supplies SMEs in Singapore. This would allow SME owners/managers to comprehend the role of digital marketing (DM) tools in forging a sustainable competitive advantage for these companies. The data for this study was collected by conducting 10 semi-structured interviews through purposive sampling. Six owners/managers of the industrial supplies SMEs in Singapore and four customers with digital marketing capabilities were selected for the interviews. This dyadic approach was applied to improve the validity of this study.The study findings of this thesis would enrich the digital marketing literature. A novel approach was posited by combining the RBT and RBN as the underpinning theories to investigate the role of digital marketing in forging competitive advantages for industrial supplies SMEs in Singapore. This thesis recommends DM tools that are helpful to improve business performance despite having limited company resources. An action framework that guides SME owners/managers in adopting digital marketing innovation in their businesses was postulated to enable these practitioners to build more RBNs and increase customer retention

OECD WORKSHOPS ON THE ECONOMICS OF THE INFORMATION SOCIETY

Document complet disponible sur OLIS dans son format d’origine Complete document available on OLIS in its original formatDSTI/ICCP(97)12/FINAL FOREWORD The OECD Workshops on the Economics of the Information Society are aimed at developing economic data, research and analysis in the area of “Global Information Infrastructure--Global Information Society. ” They are conducted under the aegis and direction of the ICCP Committee as the precursor for policy discussions within the Committee. The workshops concentrate on providing leading edge research on the economics of the coming “information society”, will have a quantitative and empirical focus and identify and refine the analytical and statistical tools needed for dealing with these issues