Adoption of Internet-Based Marketing Channels by Small- and Medium-Sized Manufacturers

Autor:	Viggo Høst, Niels Peter Mols, Jørn Flohr Nielson
Rok vydání:	2005
Předmět:	Return on marketing investment Marketing management Digital marketing business.industry Business marketing Marketing channel Marketing business Marketing research Marketing mix Marketing strategy Computer Science Applications Management Information Systems
Zdroj:	Nielsen, J F, Høst, V & Mols, N P 2005, ' Adoption of Internet-Based Marketing Channels by Small-and Medium-Sized Manufacturers ', International Journal of e-Business Research, vol. 1, no. 2, pp. 1-23 .
ISSN:	1548-114X 1548-1131
DOI:	10.4018/jebr.2005040101
Popis:	This paper analyses factors influencing manufacturers’ adoption of Internet-based marketing channels using models based on marketing channel and organisational innovation theory. Survey data from 1,163 Danish, Finnish, and Swedish manufacturers form the empirical basis for testing the models using LISREL analysis. The results stress that adoption of Internet-based marketing is influenced by willingness to cannibalize, by management support, by market pressure, and by a firm’s knowledge of IT. A willingness to cannibalize mediates the effects of future market orientation, ownership, specialized investments, and management support. This is mainly the case in small firms, as the importance of the various drivers and the adoption pattern varies among size categories. Market-pull factors have relatively more explanatory power in medium-sized and large companies.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_dedup___::617b7082d2c3fd0d5a555ba8215ee9a8 https://doi.org/10.4018/jebr.2005040101 Zobrazit plný text záznamu Plný text ve formátu PDF