Drivers of Adoption and Implementation of Internet-Based Marketing Channels

View Sample PDF

Author(s): Jørn F. Nielsen (University of Aarhus, Denmark), Viggo. Høst (University of Aarhus, Denmark)and Niels P. Mols (University of Aarhus, Denmark)
Copyright: 2007
Pages: 26
Source title: E-Business Innovation and Process Management
Source Author(s)/Editor(s): In Lee (Western Illinois University, USA)
DOI: 10.4018/978-1-59904-277-0.ch003

Keywords: Business & Management / Business Process Management / Business Science Reference / E-Business

Purchase

View Drivers of Adoption and Implementation of Internet-Based Marketing Channels on the publisher's website for pricing and purchasing information.

Abstract

This chapter analyses factors influencing manufacturers’ adoption and implementation of Internet-based marketing channels, using models based on marketing channel and organizational 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, management support, market pressure, and a firm’s knowledge of information technology. Willingness to cannibalize mediates the effects of future market orientation, ownership, specialised investments, and management support. This is mainly the case in small firms, as the importance of the various drivers and the adoption pattern vary between size categories. Market-pull factors have relatively more explanatory power in medium-sized and large companies.

The IRMA Community

Research IRM

Drivers of Adoption and Implementation of Internet-Based Marketing Channels

Purchase

Abstract

Related Content

IRMA Sponsors